▲Lotte GRS will reintroduce Lotteria’s Bulgogi Burger.
On the 26th, Lotte GRS announced it will bring back the sandwich-style Bulgogi Burger—Lotteria’s popular item discontinued in 2016—as a specialty menu offering.
The limited re-release will be available at five locations: four drive-thru outlets (Ansan; Incheon Yeonhui; Osan Segyo; and Yeungnam University) and a shop inside Seoul Station. The company says this move aims to break away from a one-size-fits-all menu by introducing differentiated items tailored to each store’s location and customer base to spark new demand and boost sales.
Since 2021, Lotteria has rolled out location-specific items—like the Hongdae Chi’s Burger aimed at younger customers at its Hongdae branch and the World Tower Shrimp at the Jamsil Lotte World Tower store. Within three months of their launches, the Hongdae Chi’s Burger accounted for about 5% of sales and the World Tower Shrimp about 13%, showing the strategy is gaining traction. Airport locations’ Giant Shrimp has also posted solid results, capturing roughly 7% of sales.
Building on those results, the returning Bulgogi Burger will come in dedicated carton packaging designed for drive-thru and station customers. The special boxes, shaped like cars and trains, make it easy for customers to enjoy their meal inside their vehicle or on a train.
A Lotte GRS spokesperson said, “We have seen that running specialized menus in city, mall and airport locations contributed to increases in both sales and foot traffic. This location-specific menu program is a continued part of our brand strategy to develop profitable stores by improving operational efficiency, and we plan to tailor strategies to each commercial district’s unique characteristics.”
Min-gyu Song, Reporter songmg@ekn.kr
