"Embracing the Future of No Brand Burger"... Signature Store 'Yeoksam Station Branch' Opens

[Asia Economy Reporter Choi Saeng-hye] Shinsegae Food announced on the 8th that it has opened the signature store Yeoksam Station branch, which embodies the future concept of No Brand Burger.

Opened in Yeoksam-dong, Gangnam-gu, Seoul, with an area of 330㎡ (100 pyeong), No Brand Burger Yeoksam Station branch applies the future concept of No Brand Burger, which Shinsegae Food aims to develop as a leading hamburger franchise in Korea. It is the only signature store where customers can directly experience burger buns and patty automatic cooking equipment, serving robots, and new menu items that were not available in existing No Brand Burger stores.

First, No Brand Burger Yeoksam Station branch was designed to reduce contact between customers and staff inside the store in response to the spread of the non-face-to-face trend. A separate pickup zone was established, and food is delivered via serving robots. Customers order from kiosks and wait in the pickup zone, where the serving robot delivers the food. Customers can confirm their order number and voice guidance before picking up, minimizing unnecessary contact.

Additionally, the Yeoksam Station branch introduced automatic cooking equipment for hamburger ingredients, planned and developed in-house by Shinsegae Food. According to the customer's kiosk order sequence and menu type, the buns and patties, the core ingredients of the hamburger, are automatically cooked by the equipment. The program applied to the automatic cooking equipment ensures uniform heat and time for cooking buns and patties, eliminating differences caused by cooking staff, achieving taste standardization, enhancing food hygiene safety, and improving labor efficiency.

Regarding the menu, besides about 10 representative No Brand Burger hamburgers, three morning menu items were introduced for a quick and hearty breakfast using soft ciabatta buns: ‘Sausage Egg Ciabatta Sandwich,’ ‘Ham Egg Ciabatta Sandwich,’ and ‘Ham Egg Salad Ciabatta Sandwich,’ offered at reasonable prices ranging from 3,000 to 4,000 KRW along with coffee.

Along with these, two house specials, ‘Cheese Chicken Calzone’ and ‘Mozza Pepperoni Calzone,’ which are crispy and baked with mozzarella cheese and various ingredients inside the dough, were added. Also, three salads and three sandwiches, popular as light meals for office workers, were introduced as new menu items.

The interior design emphasizes the main colors of No Brand Burger?yellow, white, and black?both inside and outside the store, enhancing stylish illustrations and images so that the main customers, people in their 20s and 30s, can enjoy their meals in a casual and trendy atmosphere.

To commemorate the opening, No Brand Burger Yeoksam Station branch launched the ‘No Mask, No Burger’ campaign, encouraging mask-wearing to safely use the store amid the COVID-19 situation, and gave No Brand Burger mask straps to the first 300 visitors.

A Shinsegae Food official said, “Yeoksam Station branch is a signature store created to sensibly convey to customers not only the excellent taste of No Brand Burger but also the brand’s concepts of automation, non-face-to-face service, and cost-effectiveness.” He added, “We plan to further develop the current concept in line with rapidly changing consumer trends and the food service market to nurture it as a leading franchise in the domestic hamburger market.”

Meanwhile, No Brand Burger, launched by Shinsegae Food in August last year as a cost-effective concept hamburger brand, has caused a sensation in the food service market by surpassing 45 stores and 3.5 million cumulative sales within one year of its launch.

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