Lettuce Prices Triple Since Early This Year... Are Hamburgers Filled With Cabbage Instead?

Recently, as temperatures have plummeted, the franchise industry is experiencing a growing shortage of food ingredients. In particular, the recurring instability in lettuce supply-often referred to as the annual "lettuce crisis"-has highlighted the need for fundamental solutions.

According to industry sources on November 21, abnormal weather conditions this year have led to poor lettuce growth, causing supply shortages especially for hamburger and sandwich franchises. Lotteria has begun mixing lettuce with cabbage at some locations, while Subway has temporarily suspended salad sales at certain stores where the supply situation has worsened. Other brands are closely monitoring the situation and working on their own countermeasures.

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Lettuce prices have continued to surge this year. According to the Korea Agro-Fisheries & Food Trade Corporation’s wholesale distribution information system, as of November 20, the wholesale price of lettuce (1kg) stood at 4,650 won, up 74.7% from last month's average of 2,662 won. Compared to the beginning of the year, when it was 1,592 won, this represents a staggering 192% increase.

The industry is facing a difficult situation. Leafy vegetables like lettuce have a short shelf life, making it virtually impossible to stockpile large quantities during bumper harvests as is done with apples or rice. Moreover, each brand has different quality standards and menu compositions, so even with the same ingredient, some brands are hit harder by supply disruptions while others are less affected. Recently, not only has the quantity of supply decreased, but quality has also declined, leading to assessments that "the proportion of imported lettuce that is actually usable is dropping."

An industry official explained, "Each brand has different specifications for vegetables, so if the standards aren't met, it's not easy to simply substitute with other ingredients. Since food ingredients are not mass-produced in factories, it's difficult to fully control the supply."

Hamburger image. Getty Images Bank

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The problem is that the lettuce supply shortage is no longer a seasonal issue but has become a persistent risk. In 2021, a combination of late monsoon, disease, and cold snaps caused lettuce prices to more than double. In 2022, heatwaves, heavy rains, and typhoons disrupted supply chains. In October 2023, heavy rains triggered another "lettuce crisis," while in October last year, both lettuce and tomatoes became scarce due to the aftermath of heatwaves. These supply disruptions have occurred every year.

Consumer dissatisfaction is also mounting. Restaurant brands operate on the premise that consumers expect "consistent quality throughout the year," but repeated responses to shortages-such as removing or reducing ingredients-are undermining brand trust.

Experts emphasize that as abnormal weather becomes the norm, the food service industry, farmers, and the government must respond structurally together. They stress the necessity of developing vegetable varieties resistant to heatwaves and heavy rain, as well as expanding smart farms and facility-based cultivation that allow control over temperature, light, and moisture.

An industry official stated, "The issue of vegetable supply is not just a problem for individual companies, but one that affects the entire industry. The government must build infrastructure such as advanced climate and crop forecasting systems and strengthen disaster support and insurance for farmers, while the industry must also diversify procurement channels at the same time."

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