Lotte GRS Unveils New Brand 'Dutumus Hambak'... "Accelerating Business Diversification"

Lotte GRS, aiming for sustainable growth as a dining franchise platform company, announced on the 21st that it will launch the hamburger steak brand 'Dootoomers Hambak (DOOTOOMERS)' as part of diversifying its dining business and fostering new brands.

The new dining brand Dootoomers Hambak features a brand name that means 'the thickness of a 200g beef hamburger steak' and offers a variety of sauces and toppings to choose from according to personal preference.

Exterior view of Lotte GRS's new dining brand 'Dutwoomus Hambak' at Guro Digital Station branch

원본보기 아이콘

Since relocating to the Samjeon building in Songpa last April, Lotte GRS has established a pilot store called PLE:EATING on the basement first floor to develop new dining brands. After about four months of feedback from internal and external customers, the first Dootoomers Hambak store was opened near Guro Digital Complex Station in Seoul. The newly opened Dootoomers Hambak Guro Digital Station branch is approximately 129 square meters (about 39 pyeong) with 52 seats. The interior incorporates characters symbolizing raw ingredients and colors reminiscent of tomato and cheese, providing visual enjoyment and a bright store atmosphere.

Additionally, based on the brand concept of 'Hambak stacker ? the more you stack, the tastier the hamburger steak,' customers can choose from single or double hamburger steak options. The menu consists of five types: ▲Original ▲Spicy ▲Onion Pepper Cream ▲Carbonara Cream ▲Hambak Katsu, and can be enjoyed with various additional toppings.

With the opening of Dootoomers Hambak, Lotte GRS plans to strengthen its efforts in creating new dining brands and fostering franchise growth brands through new brand incubation. A Lotte GRS official stated, "The new brand Dootoomers Hambak is our second self-developed brand following 'Farmers Box,' which opened last year. We plan to test its potential at customer touchpoints beyond the pilot stage." He added, "Along with this, we will continue to nurture new brands to enhance our dining business capabilities in various forms, including concession businesses and standalone store openings."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.