Shinsegae Food Opens 30th 'No Brand Burger' Store in Euljiro 4-ga

[Asia Economy Reporter Choi Saeng-hye] Shinsegae Food has opened the 30th No Brand Burger store in Euljiro 4-ga, Seoul.

On the 7th, Shinsegae Food announced that it opened the No Brand Burger Euljiro 4-ga Station branch on the first floor of Eulji Twin Tower in Jung-gu, Seoul, with an area of 117㎡ (35 pyeong). This marks the surpassing of 30 stores just nine months after launching the brand and opening the first store in Hongdae last August.

Despite the consumption slump caused by the economic downturn, the reason No Brand Burger surpassed 30 stores within nine months of its launch is attributed to its excellent taste and quality at a reasonable price. Before launching No Brand Burger, Shinsegae Food focused on research and development to enhance consumer satisfaction regarding taste and quality.

About 20 chefs spent three years testing to maximize the texture of the hamburger and find the optimal ingredients and cooking methods to bring out umami. In particular, in 2017, when Shinsegae Food was in charge of catering for the Pyeongchang Winter Olympics athletes' village, No Brand Burger underwent taste tests with athletes from around the world. Among approximately 400 team menus at the time, No Brand Burger was one of the most popular menus, with some athletes eating more than 10 burgers per meal. This hamburger has now become the representative menu of No Brand Burger, the NBB Signature Burger.

Additionally, by fully utilizing know-how in food distribution and manufacturing businesses, they applied methods to offer the burgers at reasonable prices, significantly lowering the price compared to existing brands. The price of No Brand Burger ranges from 1,900 to 5,300 KRW for single items and 3,900 to 6,900 KRW for sets (including fries and drinks). The representative menu, the NBB Signature Burger, is priced at 3,500 KRW for a single item, about 1,000 KRW cheaper than similar menus from other companies.

Along with this, since the launch of No Brand Burger, Shinsegae Food has operated stores in various commercial districts such as Hongdae, Jung-hwa, COEX, Noryangjin, Express Bus Terminal, Daechi, Kyunghee University, Incheon Square One, Haengdamdo Rest Area, Mokdong, Bangbae, Konkuk University Entrance, Jongno District Office, and Korea University, focusing on improving satisfaction with taste and service. They have also increased awareness of No Brand Burger through various marketing activities, including a burger song campaign and events featuring ambassador Han Hyun-min.

As a result, No Brand Burger has gained high satisfaction in taste and price not only among young people in their teens to 30s who frequently enjoy hamburgers but also among middle-aged and older customers. Major stores record high sales of over 1,000 burgers per day, and the cumulative hamburger sales exceeded 1.7 million units as of last month.

A Shinsegae Food official said, “No Brand Burger is gaining popularity on social network services (SNS) as a ‘cost-effective burger’ and is receiving continuous requests to open new stores in various regions. We plan to further improve the quality of taste and service and simultaneously expand stores continuously to increase customer contact points.”

This content was produced with the assistance of AI translation services.