Lotte GRS Targets Funshumer Consumers By Developing Original Menu, Strengthens Branding
Mar 25, 2025
The K-burger development project, which Lotte GRS has been running since the second half of 2022, has been successful, and this year, it plans to target consumers with a variety of menus based on the original menu development of the burger franchise brand Lotteria.
To strengthen Lotteria's brand, Lotte GRS laid the foundation for brand growth through various limited menus and collaboration projects based on Lotteria's best-selling menus 'Lia Bulgogi' and 'Lia Shrimp' burgers under the theme of the K-Burger Promotion Project in the second half of 2022.
In January, the company launched two limited-edition new menus, Napoli Matpia 'Mozzarella Burger', which combines chef Kwon Sung-joon's challenging cooking style, using 'Mozzarella in Burger', which celebrated its 10th anniversary this year. Since its launch, the menu has achieved about 230% of its target sales on the day of its launch and 450,000 sales per week, leading to steady customer purchases.
In particular, the purchase of young consumers was noticeable. According to the CRM (Customer Relationship Management) purchase rate analysis by age group, Napoli Matpia Mozzarella Burger's purchase rate in the 20s and 30s accounted for a high proportion of about 78% in the week after its launch, reaffirming that the launch of menus targeting the fun-summer trend leads to purchases by young consumers.
In addition, the launch of the new product has re-emphasized sales of about 8% higher than the same month last year, instead of the carnival effect of the existing 'Mozzarella in the Burger Bacon' menu (a decline in sales share of existing products due to new products).
A Lotte GRS official said "We plan to strengthen our brand identity that can be remembered from consumers through various collaborations and menu development."," he said.
To strengthen Lotteria's brand, Lotte GRS laid the foundation for brand growth through various limited menus and collaboration projects based on Lotteria's best-selling menus 'Lia Bulgogi' and 'Lia Shrimp' burgers under the theme of the K-Burger Promotion Project in the second half of 2022.
In January, the company launched two limited-edition new menus, Napoli Matpia 'Mozzarella Burger', which combines chef Kwon Sung-joon's challenging cooking style, using 'Mozzarella in Burger', which celebrated its 10th anniversary this year. Since its launch, the menu has achieved about 230% of its target sales on the day of its launch and 450,000 sales per week, leading to steady customer purchases.
In particular, the purchase of young consumers was noticeable. According to the CRM (Customer Relationship Management) purchase rate analysis by age group, Napoli Matpia Mozzarella Burger's purchase rate in the 20s and 30s accounted for a high proportion of about 78% in the week after its launch, reaffirming that the launch of menus targeting the fun-summer trend leads to purchases by young consumers.
In addition, the launch of the new product has re-emphasized sales of about 8% higher than the same month last year, instead of the carnival effect of the existing 'Mozzarella in the Burger Bacon' menu (a decline in sales share of existing products due to new products).
A Lotte GRS official said "We plan to strengthen our brand identity that can be remembered from consumers through various collaborations and menu development."," he said.
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This article was translated by Naver AI translator.
