[2021 Asia Consumer Awards] Expanding Customer Base Across All Ages with Korean-style Bulgogi Burger

Fast Food Sector Lotte GRS 'Lotteria'

[Asia Economy Reporter Lim Hye-sun] Lotteria, operated by Lotte GRS, the award-winning brand in the fast food sector, is Korea's representative franchise company that introduced the country's first Western-style dining culture "burger" tailored to Korean tastes in 1979. Celebrating its 42nd anniversary this year, Lotteria is breaking away from stereotypes by launching new products using new appearances and raw materials.

The Bulgogi Burger, a pioneer of Korean-style products, is a native menu that people of all ages can enjoy together. While the Western image of burgers was strong and the main customer base remained children and young people, the launch of the Bulgogi Burger greatly expanded the customer base to all Koreans, setting a new milestone in the history of the domestic dining market. This product has sold over 1 billion units cumulatively over 29 years, establishing itself as a unique product in the industry.

Lotteria's Shrimp Burger, launched in 1979, is a representative product that has been sold for over 40 years, with cumulative sales exceeding 700 million units as of its 40th year. Utilizing this flagship product, Lotteria released the "Square Shrimp Burger" in January this year, featuring two shrimp patties to enhance texture and burger volume, which has sold over 800,000 units cumulatively.

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