Shinsegae Food No Brand Burger Smiles with Baseball Team SSG Landers Effect

SSG Landers player Choo Shin-soo is holding Shinsegae Food's No Brand for a commemorative photo.

[Asia Economy Reporter Lim Hye-seon] Shinsegae Food's No Brand Burger is benefiting from the effect of the Shinsegae professional baseball team, SSG Landers.

According to Shinsegae Food on the 17th, the sales of No Brand Burger (excluding newly opened stores in April-May, 86 stores) increased by 3% in May compared to April, after SSG Landers rose to the top ranks in the professional baseball regular season. In particular, sales at six stores located in Incheon, the home region of SSG Landers ? Incheon Square One, Incheon Yonghyeon, Incheon Guwol, Incheon Gyeyang-gu Office, Incheon Seochang, and Bupyeong Station ? increased by 11%. Among them, sales at Incheon Square One and Incheon Yonghyeon stores, located within 5 km of the home stadium Incheon SSG Landers Field, rose by 17% and 14%, respectively. Along with this, inquiries for No Brand Burger franchise consultations also increased significantly, surpassing 1,000 cases per month for the first time last month, with nearly 100 cases per month coming from the Incheon area alone.

Shinsegae Food analyzed that the popularity of No Brand Burger is due to repeated exposure through TV and mobile broadcasts of No Brand Burger advertisements installed at Incheon SSG Landers Field, as well as continuous menu and brand exposure via SSG Landers’ YouTube and Instagram channels, which have 100,000 subscribers, raising awareness of No Brand Burger mainly among baseball fans.

Additionally, operating stores at Incheon SSG Landers Field and allowing baseball fans to experience the taste and quality of No Brand Burger was cited as one of the main factors for the sales increase. In fact, Shinsegae Food opened the 100th No Brand Burger store, the SSG Landers Field branch, in May and provided all 2,000 spectators who visited the stadium on opening day with free hamburger set exchange coupons to let them taste No Brand Burger. Furthermore, they launched baseball stadium-exclusive packs such as the Landers Pack and Randy Pack at the SSG Landers Field store, which include hamburgers, chicken nuggets, potato chips, and drinks, differentiating No Brand Burger from existing baseball stadium food options. As a result, the No Brand Burger SSG Landers Field store has become a popular spot visited by 15% of spectators on days when SSG Landers’ home games are held.

To continue this SSG Landers effect, Shinsegae Food plans to further accelerate the promotion of No Brand Burger through collaboration with the baseball team. To this end, they will increase support of No Brand Burger provided to the SSG Landers’ first and second team players and simultaneously develop and introduce additional baseball stadium-exclusive menus for fans. Moreover, in the second half of the year, they plan to actively carry out sports marketing such as SNS events and promotions in partnership with the SSG Landers baseball team.

A Shinsegae Food official said, “As SSG Landers achieve good results and generate buzz, No Brand Burger is also gaining recognition and preference among consumers, including baseball fans, resulting in a positive effect,” adding, “We will continue to enhance the popularity of No Brand Burger by conducting sports marketing that can create synergy with SSG Landers.”

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