Made 30 Billion Won in a Week with New Menu... Lotteria Smiles Thanks to the 'Heukbaek Chef Effect'

'Napolimatpia Mozzarella Burger' a Hit
450,000 Sold in One Week
Achieves About 230% of Target Sales Volume

Lotte GRS, which operates the burger franchise Lotteria, announced on the 24th that its new menu item, the 'Napolimatpia Mozzarella Burger,' achieved sales of 450,000 units within one week.

Chef Kwon Seong-jun, known as "Napoli Mafia" on the Netflix variety show "Black and White Chef." Photo by Chef Kwon Seong-jun SNS capture

Lotteria launched two types of the Napolimatpia Mozzarella Burger on the 16th. This new menu combines Lotteria's steady seller 'Mozzarella in the Burger' with a special recipe by Chef Kwon Seong-jun of Napolimatpia, achieving about 230% of the target sales volume and maintaining steady customer purchases.

After the new menu launch, Lotteria's gross sales reached 30 billion KRW over one week, marking an approximately 33% increase compared to the same period last year. Among this, sales on the weekend of the 18th and 19th recorded 10 billion KRW.

Lotteeria's new menu item 'Napoli Matpia Mozzarella Burger'. Lotte GRS

Purchases by the younger consumer demographic stood out. According to CRM (Customer Relationship Management) analysis by age group, the 20s and 30s accounted for about 78% of the purchases of the Napolimatpia Mozzarella Burger during the first week after its launch.

With the new product launch, the existing 'Mozzarella in the Burger Bacon' menu also saw about an 8% increase in sales compared to the same month last year, instead of experiencing cannibalization (a decline in sales share of existing products due to new products).