Korean Food Franchises Blur Boundaries with Multi‑Menu Strategy
Creatrip Team
4 months ago
South Korea’s food franchise industry is seeing a “Big Blur” as chains mix menus—chicken shops selling burgers, pizza places offering chicken—to boost daytime sales and appear in delivery app searches. Brands like bhc and Kyochon launched chicken burgers using existing poultry, while Mom’s Touch is expanding pizza through shop‑in‑shop stores and Papa John’s Korea added a chicken brand. Delivery platforms prioritize keyword exposure over brand identity, pushing restaurants to enter multiple categories to stay visible. The trend appeals to cost efficiency (shared fryers, ovens, sauces) and changing consumer tastes, especially among the MZ generation, who value ratings and menu variety. Franchises view menu diversification as a survival and growth strategy amid saturated domestic markets and sluggish consumption.
