"Western Style, 1988 Seoul, Taste of the East"... Unique Themed New Menu Draws Attention

Domino's Pizza's recently launched 'Wild Wild West Steak Pizza'.

[Asia Economy Reporter Moon Hyewon] Recently, dining brands have been continuously launching new menu items featuring various themes. Utilizing food themes to tell stories to customers is not only an effective way to imprint new menu items in the minds of consumers but also creates synergy with the brand's diverse marketing activities, especially for dining brands that are sensitive to the latest trends and customer needs.

Domino's Pizza recently released the ‘Wild Wild West Steak Pizza,’ topped with steak cooked in the style favored by cowboys (seasoned beef quickly grilled over high heat). As the home steak trend has made steak dishes more accessible to general consumers, this pizza allows customers to experience the authentic flavor of American steak.

In particular, Domino's enhances the TV commercial with background music and visuals that convey the dynamic and wild image of cowboys, providing a unique entertainment experience. Additionally, the advertising models Junho and Hyeri wear Western looks such as wide-brimmed hats and leather boots, vividly delivering the new menu’s image.

Korea McDonald's '88 Seoul Beef Burger'.

McDonald's, which first entered Korea in 1988 with its Apgujeong branch No. 1, introduced the ‘88 Seoul Beef Burger’ last month, recreating the flavors of 1988.

This menu was launched in collaboration with the Netflix movie ‘Seoul Vibe’ and is themed around Seoul in 1988, the movie’s temporal setting, evoking the sensibility and nostalgia of 1980s Korea. It features a combination reminiscent of the nostalgic ‘salad bread’ with egg cabbage salad and a croquette bun. Customers can enjoy the harmony of various toppings, including the crispy texture of the croquette bun sprinkled with breadcrumbs, the soft and savory egg cabbage salad, and a pure beef patty.

Kyochon Chicken's new menu item, the 'Black Secret' combo.

Kyochon Chicken released a new menu item called ‘Black Secret’ in July, which incorporates representative Eastern spices. Black Secret maximizes the taste of the East by adding five spices known for their flavor and aroma?star anise, cinnamon, fennel, clove, and Sichuan pepper?to Kyochon’s secret soy sauce. Additionally, it is stir-fried with Cheongyang chili peppers, green onions, and garlic to provide a deep flavor, and aged Sichuan pepper and black sesame seeds add a tangy note.

The black-colored sauce, as the menu name suggests, piques curiosity, and the dish is served with Sichuan pepper powder topping, allowing customers to sprinkle or dip the chicken for added fun.

Industry insiders said, “In the franchise industry, which regularly launches new menu items, recently introducing new products with unique themes adds fun. These uniquely themed new menus, along with seasonal menus previously seen, are expected to appeal freshly to consumers seeking novelty.”

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