Lotteria Targets Korean Taste Buds with K-Burger

First New Product of the Year:
Collaboration 'K-Burger' with Chef Kwon Sungjun from Napoli Mafia

Lotte GRS, which operates Lotteria, plans to continuously introduce unique and creative 'K-burgers' this year in line with consumer trends such as cost-effectiveness and emotional value, celebrating its 45th anniversary.

Previously, Lotteria launched limited new menu items, the Wang Donkatsu Burger and Squid Alive Burger, in the first half of last year. At that time, the Wang Donkatsu Burger received positive responses from customers, surpassing 800,000 cumulative sales within one month of release. The Squid Alive Burger, a new form of the legendary Squid Burger?one of Lotteria’s timeless masterpieces?tailored for the 2030 generation, also approached 800,000 cumulative sales within a month.

Lotteria will launch a menu collaborated with Chef Kwon Seong-jun of Napoli Mafia, the final winner of the Netflix cooking competition show "Black & White Chef: Culinary Class War," on the 16th. Photo by Lotteria GRS

Building on the success of the new menu sales in the first half of last year, Lotteria released collaboration menus with Australian chef Joseph Lizard in July and August: the 'Bulgogi Poten Burger' and the 'Whole Shrimp Crunch KIM Burger.' Both menus were based on Lotteria’s best sellers, the Bulgogi Burger and Shrimp Burger. Among them, the Bulgogi Poten Burger maximized the bulgogi flavor by using Lia bulgogi, domestic Cheongyang chili peppers, perilla leaves, and plums, selling over 550,000 units within one month of launch. According to purchase analysis by age group, the purchase rate among the 2030 generation reached 64%.

As its first new product this year, Lotteria plans to release a collaboration menu on the 16th that fuses the challenging cooking style of Chef Kwon Sung-jun from Napoli Mafia, the final winner of the Netflix cooking competition show 'Black & White Chef: Cooking Class War.'

A representative from Lotte GRS said, "Lotteria provides menus using burger ingredients tailored to Korean tastes from Western dining menus, offering options that everyone, regardless of age or gender, can enjoy. We aim to grow as a Korean-style burger franchise and a global K-franchise that can continuously enhance customer satisfaction through corporate and brand growth."