New York Burger Undertakes Full Rebranding for 2026... Launches Premium New Menu Items

New York Burger, a burger franchise known for its easy, everyday enjoyment, has announced a major rebranding initiative in line with 2026 dining trends, marking a new beginning for the brand.

In response to the era of high inflation, New York Burger plans to completely overhaul its menu structure, pricing policy, and overall consumer experience, setting new brand standards of “a hearty, value-for-money meal” and “reasonable premium.” This strategic rebranding takes into account not only consumer satisfaction, but also the profitability and operational stability of its franchisees.

The core of this rebranding is the significant expansion of consumer choices, centered around two main lines: the “New York Gourmet” line, which offers a premium burger experience, and the “New York Burger LIGHT” line, which provides affordable and rational options.

In practice, New York Burger’s menu is organized into the New York Gourmet line, BEST line, LIGHT line, and CHICKEN line. The brand has built a consumer-centric menu lineup that allows for choices based on price range and personal preference, while also considering franchisee operational efficiency, increased average spend per customer, and sales efficiency. These structural strengths have led to a surge in franchise inquiries among prospective franchise owners, drawing significant attention to the brand.

Alongside the rebranding, New York Burger is also launching new menu items in 2026. The new offerings in the New York Gourmet line include: Manhattan Double Cheese, Brooklyn Chicken King (White/Red), and Queens Signature Squid. The New York Burger LIGHT line will introduce two new items: New York Nugget Burger and New York Hot Bulgogi.

Meanwhile, New York Burger demonstrated its operational stability and sustainability as a franchise headquarters by establishing its head office and R&D research center in 2024, following explosive franchise expansion over the past four years. Centered around its R&D research center, New York Burger operates its own distribution and logistics system, managing every step in-house-from raw material oversight to production and shipping.

Unlike some franchises that have weakened their core functions by relying on external OEM companies, New York Burger aims for a structure of mutual growth, maintaining close operational coordination with franchisees based on its own production capabilities.

For example, except for a few locations with logistics and delivery issues, New York Burger directly produces and supplies fresh, non-frozen refrigerated patties with 0% preservatives and a strict one-week shelf life. Leveraging this competitive edge, the brand is now preparing to open its 200th location nationwide.

In addition, in 2024, the brand selected actor Choi Woo-shik as its exclusive model and conducted various TV commercials and official KBO live broadcast PPL advertisements, simultaneously advancing customer marketing and marking a turning point that clearly signals the next stage of brand growth.

A New York Burger representative stated, “This rebranding is not simply about launching new menu items or expanding the menu, but about making our offerings accessible and enjoyable for everyone. We believe this will not only build consumer trust but also send a positive signal to prospective franchisees.”

The representative added, “With our R&D research center at the core, we are able to stably manage all aspects of franchise operations, including raw material management, logistics systems, menu development, and franchisee support. Moving forward, we will continue to strengthen both our brand competitiveness and franchisee profitability based on this stable foundation.”