[Today's New Product] Competing on Value Amid High Inflation... Shinsegae Food Launches 2,500-Won Burger

Shinsegae Food's No Brand Burger
Launches 2,500-Won "Amazing Bulgogi"

Shinsegae Food announced on the 26th that No Brand Burger has launched its new item "Amazing Bulgogi" at 2,500 won. At this price, four burgers can be purchased for 10,000 won. The company explained, "We aim to strengthen our value-for-money brand identity with a reasonably priced single-meal menu that reduces the financial burden on customers."

According to Statistics Korea, last year's consumer price inflation rate was 2.1%, but food and dining-out prices rose by 3.2%, exceeding the average. This year as well, the restaurant industry continues to face upward pressure on prices due to rising food ingredient costs and labor expenses.

Models are introducing Shinsegae Food's No Brand Burger new product, 'Amazing Bulgogi'. Provided by Shinsegae Food.

"Amazing Bulgogi" is a basic menu item featuring a flame-grilled patty topped with bulgogi sauce, lettuce, and onion. The company explained that it reduced unnecessary toppings and focused on the core ingredients. Families and students are the primary target customer groups.

The company expanded joint purchasing of raw materials, reorganized costs at the menu design stage, and improved process efficiency through research and development (R&D). It also refined its logistics and operations processes. Instead of pursuing higher margins, the strategy is to increase table turnover and sales volume.

No Brand Burger will hold the "Wafemo Festival" from March 1 to 5. Customers who purchase set menus such as Amazing Bulgogi, Amazing Double, Original, Original Shrimp, and Garlic & Garlic will receive one additional a la carte item for free. Depending on the menu, this translates into a discount of up to 42%.

A Shinsegae Food representative said, "To ease customers' dining-out burden, we have launched 'Amazing Bulgogi,' the lowest-priced menu item in the industry that can be enjoyed at a reasonable price," adding, "We plan to continue introducing menus that combine value for money with distinctive flavors and to develop the brand into a leading burger franchise in Korea."