"Kyochon Chicken Mixes Chicken Breast into Boneless Menu, Sparking Consumer Suspicion"

Mixing Chicken Breast with Thigh Meat for the First Time
"Decision Made for Flavor Improvement and Franchisee Profit"... Consumer Backlash Expected

Kyochon Chicken, operated by Kyochon F&B, has sparked controversy over an effective price increase after mixing chicken breast with the boneless menu that previously used only chicken thigh meat and reducing the total weight by about 30%. With high inflation, strong consumer backlash is expected.

According to the franchise industry on September 12, Kyochon Chicken reduced the pre-cooked weight of its four existing boneless chicken items, including Soy Sauce Boneless and Red Boneless, from 700 grams to 500 grams starting the previous day. Ten newly launched menu items, such as Mala Red Boneless and Honey Garlic Boneless, are also being sold at 500 grams from the outset.

Kyochon Chicken's Chicken. Kyochon F&B

Kyochon Chicken has also decided to mix chicken breast with thigh meat, which was previously used exclusively. Critics argue that by replacing the juicier, more tender thigh meat preferred by consumers with the lower-cost chicken breast and reducing the overall weight, the company has effectively raised prices. In addition, Kyochon, which had traditionally brushed sauce onto its chicken, has changed the preparation method for some items, such as Soy Sauce Boneless, to toss the chicken in the sauce instead.

Company: "Decision Made for Flavor Improvement and Franchisee Profit"

Kyochon explains that this change is not simply a cost-cutting measure, but part of a "renewal." The company stated, "Internal evaluations showed that mixing chicken breast into the boneless menu improved both taste and texture," and added, "Adjusting the weight was unavoidable to improve franchisee profits." However, consumer response has been cold. With the price unchanged but the ingredients and weight altered, criticism is mounting that this is a "stealth price hike."

"Shrinkflation Accelerates... Ultimately a Burden on Consumers"

Experts point out that this move is a textbook example of "shrinkflation," where the actual price rises by reducing the product's quantity. As the burden of rising ingredient and labor costs grows for headquarters, the company is opting to reduce weight or change ingredients instead of directly raising prices.

Experts warn, "For consumers, paying the same amount for less product is effectively no different from a price increase," and add, "If this approach is repeated, it could lead to a decline in brand trust."