[Tasted] Richness or Numbing Spice... The Choice of Chicken Burgers

A Taste Test of New Chicken Burgers from Lotteeria and McDonald's
'Tongdari Crispy Chicken Burger' vs. 'McCrispy Mala Burger'

"The Richness of Greek Ranch vs. the Numbing Spice of Mala."

Lotteeria and McDonald's, the two leading burger franchises, have both introduced chicken burgers as their flagship menu items for the first part of this year. While both brands have put whole chicken thigh patties front and center, their approaches differ. Lotteeria has taken a straightforward route with the "Tongdari Crispy Chicken Burger," focusing on juiciness and a crispy texture. McDonald's, on the other hand, has sought to differentiate itself with two versions of the "McCrispy Mala Burger," featuring a bold mala flavor. On January 23, both brands' new products were sampled firsthand.

Lotteeria's 'Tongdari Crispy Chicken Burger' (left), McDonald's 'McCrispy Mala Burger'.

Lotteeria's "Tongdari Crispy Chicken Burger" comes in two flavors: Greek Ranch and Fire Hot. The "Tongdari Crispy Chicken Burger (Greek Ranch)" combines a whole chicken thigh patty with buttermilk and rice flour, aiming for both crispiness and juiciness. From the first bite, both the crunch and the juiciness are immediately apparent. The exterior is intensely crispy, while the inside remains moist. The substantial thickness of the chicken thigh patty leaves a strong impression that this is a true chicken burger.

The crispy coating holds up until the last bite. The satisfying crunch continues with each chew, and the juiciness doesn't make it soggy. The sauce is not overpowering. After the initial crispiness and juiciness, a pleasant sweetness lingers. This helps balance the heaviness of the fried coating and rounds out the flavor, making it a combination that's easy to enjoy repeatedly without feeling overwhelmed.

McDonald's "McCrispy Mala Burger" takes a different approach. It is available in two varieties: the "McCrispy Mala Hash Burger" and the "McCrispy Mala Classic Burger." Both use a 100% whole chicken thigh patty, deep-fried in its entirety. Each menu item offers a different intensity of numbing mala spice, allowing customers to choose according to their preference.

The first impression of the "McCrispy Mala Hash Burger" is the intensity of the mala sauce. The addition of hash browns lowers the barrier to the spicy flavor, but the distinctive aroma of mala spices still stands out. The numbing sensation of the mala quickly builds and then fades relatively fast. The patty's crispiness is somewhat masked by the sauce, making it less noticeable. Rather than making you want to eat it again, it leaves the impression of being something worth trying at least once.

There are also differences in price and nutritional content. The "Tongdari Crispy Chicken Burger" is priced at 6,900 won, making it more affordable than the "McCrispy Mala Burger," which ranges from 7,700 to 9,200 won. In terms of total weight, the Tongdari Crispy Chicken Burger is 231g, while the McCrispy Mala Burger is 334g. The McCrispy Mala Burger is also higher in calories (685 kcal), sodium (1,668mg), and sugar (14g) compared to the Tongdari Crispy Chicken Burger, which contains 618 kcal, 1,050mg of sodium, and 8g of sugar.

The results are already evident at Lotteeria, which launched its product earlier. The Tongdari Crispy Chicken Burger surpassed 1 million cumulative sales within just two weeks of its release. This figure indicates not only the effect of a new product launch but also a broadening demand base for chicken burgers. Looking at the purchase rate by age group, those in their 20s and 30s account for 70% of sales, highlighting the strong response from younger consumers.

The marketing impact has also been positive. The advertising model, Chimchakman, approached the campaign by describing it as a "burger with nothing to criticize," rather than exaggerating the product. The teaser video for the campaign reached 2.6 million views on YouTube within four days of its release. The main campaign video surpassed 10 million views on YouTube and Instagram combined within two weeks.