Revival of the Value Lunch: Hamburgers Gain Ground as Eating-Out Costs Rise
Creatrip Team
4 months ago
As prices of traditional Korean lunch items like naengmyeon (cold noodles) and bibimbap climb past 10,000 won, hamburgers are reemerging as a 'value lunch' option. The domestic burger market has nearly doubled over a decade and is set to surpass 5 trillion won this year. Major chains — Lotteria, Burger King, McDonald’s, Mom’s Touch, KFC and Subway — keep price-competitive choices while adding premium and local-ingredient menus. Lotteria is close to rejoining the 1 trillion-won annual sales club. Experts say post-pandemic shifts toward individual, cost-conscious dining and rising costs for ingredients, labor and rent have pushed consumers toward cheaper, convenient meals. Many restaurants have closed, with a 21.5% exit rate last year. Burgers remain priced between 4,000–9,000 won and lunch sets can be 5,000–6,000 won, offering flexible options (single item, set, coupons) that appeal to office workers. Burger brands saw a 7% increase in customers in Q3 year-on-year, with people in their 20s–30s making up over 60% of buyers. Chains are expanding premium offerings and collaborations with celebrity chefs, helping reframe burgers from fast food to a viable eating-out substitute.
