South Korea burger market tops $3B as solo dining spreads
· UPIJuly 8 (Asia Today) -- Burger franchises are emerging as a new growth engine in South Korea's restaurant industry as high inflation and weaker consumer spending slow growth across the broader dining sector.
Analysts say burgers have become a recession-resistant dining option because they are generally less expensive than chicken or pizza, easy to eat alone and well suited to delivery. The growth of one-person households and delivery platforms has further strengthened demand.
According to market researcher Euromonitor, South Korea's burger market grew from about 2.3 trillion won ($1.52 billion) in 2015 to about 5 trillion won ($3.31 billion) in 2025, more than doubling in 10 years.
Industry officials say changing consumption patterns helped drive the expansion. As dining prices have continued to rise, consumers have looked for relatively affordable meals. Burgers also fit the needs of people eating alone more easily than chicken or pizza, which are often shared by groups.
Changing lunch habits have also helped the market. More consumers are eating individually rather than joining group lunches, and burgers are popular because they are quick, convenient and relatively affordable. Orders through delivery apps and brand-operated apps have also made burgers more accessible.
As the market grows, competition among major burger brands is intensifying. Companies are trying to attract customers with new products, collaborations, expanded store networks and locally tailored menus.
Lotteria, operated by Lotte GRS, is one example. Its Tongdari Crispy Chicken Burger, launched in January in collaboration with creator Chimchakman, sold 1 million units in two weeks and 2.5 million units in about two months.
Two spicy pork cutlet items introduced in April sold 500,000 units in two weeks and reached about 1.5 million in cumulative sales by June.
Lotteria has also continued chef collaborations. Its Burnt Beef Burger, developed with chef Lee Chan-yang, was released as a limited run of 1.5 million units and is expected to sell out most of its remaining inventory this month.
The company is also strengthening time-based marketing to attract lunch customers. Lotteria moved the start of its Lia Lunch promotion from 11 a.m. to 10:30 a.m.
As a result, first-quarter sales volume for lunch menu items rose about 7% from a year earlier, while sales increased 15%. In the second quarter, lunch menu volume rose 11% and sales increased 18%.
Its Snack Time discount promotion, offered after 2 p.m., recorded about 4.2 million cumulative sales in the first half of the year.
No Brand Burger, operated by Shinsegae Food, is expanding through aggressive store openings. The chain currently operates about 280 stores and aims to reach 300 this year.
More than 70% of its new stores are small compact locations, lowering investment costs and speeding up expansion.
No Brand Burger has also strengthened its value strategy. Since April, the company has reduced startup costs by about 15% by streamlining kitchen equipment and interiors. It also runs Amazing NBB Day on the last day of each month, selling its Amazing Bulgogi Burger for 1,000 won, or about 66 cents.
Four Amazing series items launched last year surpassed 3 million cumulative sales within a year.
McDonald's Korea is expanding menus using regional specialties. This year, it introduced the Chungju Waxy Corn Cheese Croquette Burger and Muffin, made with waxy corn from Chungju.
Its Taste of Korea project, launched in 2021, has used local specialties from across the country, including garlic from Changnyeong, green pork from Boseong, green onions from Jindo, peppers from Jinju and sweet potatoes from Iksan. The Iksan Sweet Potato Mozzarella Burger, released last year, reached 2.4 million cumulative sales.
Mom's Touch is pursuing a strategy of raising average spending per customer by strengthening chicken and pizza offerings in addition to burgers. While maintaining its image as a burger brand, the company is targeting both family customers and delivery demand through a combined menu strategy.
-- Reported by Asia Today; translated by UPI
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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260709010003171