Lotteria Establishes Itself as K-Representative Burger with 'Bulgogi Burger' Series [The World of Convenience Foods]

(From the left) Lotteria's Lotteria Bulgogi Burger, Hanwoo Bulgogi Burger, Bulgogi 4DX Burger.

[Asia Economy Reporter Moon Hyewon] Lotteria's Bulgogi Burger, which was launched by processing Korea's traditional dish bulgogi into a patty, has celebrated its 30th anniversary this year. Since its release in September 1992, Lotteria's Bulgogi Burger has established itself as a native menu enjoyed by Koreans of all ages and genders, ranking first in burger sales with a cumulative sales volume of 1 billion units to date.

The Hanwoo Bulgogi Burger, launched in 2004, is the only burger in the industry made with 100% domestically produced Hanwoo beef, selling over 5 million units within six months of its release.

To enhance customer satisfaction for these two menus, Lotteria increased the amount of lettuce in both the Bulgogi Burger and Hanwoo Bulgogi Burger by about 1.5 times compared to before, and also increased the weight of each patty by 25% and 28%, respectively, in July last year. Sales volume increased by more than 25% in the two weeks following the renewal compared to before.

As its first new product of the year, Lotteria targeted the main consumer group of people in their 20s and 30s by launching ‘Bulgogi 4DX,’ which reinterprets Korean flavors. It features a Gwangyang-style bulgogi patty made using the Gwangyang-style bulgogi cooking method as a topping. The increased-weight bulgogi patty and charcoal-grilled beef bulgogi topping bring out a sweet and savory taste and texture, harmonizing with the clean, spicy flavor of domestically produced Cheongyang chili mayo sauce.

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