How No Brand Burger Became the Go-To Affordable Lunch for Office Workers in 2026

With lunch prices soaring past 10,000 KRW (roughly $7)—a trend now dubbed “lunchflation”—Shinsegae Food’s No Brand Burger has become a go-to, wallet-friendly lunch for office workers.

Shinsegae Food reported on the 10th that, from January through last month, lunch-time burger sales rose 11% year‑over‑year at five No Brand Burger locations in Seoul’s key office neighborhoods—Euljiro, Samseong, and Yeoksam.

That increase is twice the 5% gain seen at other outlets over the same period, suggesting No Brand Burger is winning over workers looking for affordable, satisfying meals amid rising lunch costs.

The company found that lunch customers in office districts are prioritizing value-driven menu items.

Seventy-two percent of lunchtime customers in those locations chose set meals priced at 7,000 KRW or less (about $5), and roughly 34% most often picked the “Amazing Double Set.”

The “Amazing Double” is priced at 4,500 KRW a la carte (about $3) and 6,400 KRW as a set (about $4). Its generous portion size for the price has made it a favorite among budget‑conscious workers. The item surpassed 1.5 million cumulative sales within 10 months of launch, and monthly sales have exceeded 200,000 since January.

Shinsegae Food expects the trend of seeking affordable meals amid high prices to continue and plans to expand its value lunch offerings and run more promotions aimed at the lunchtime crowd.