Lotteria (a major Korean fast-food chain) has launched two new 'Whole Thigh Crispy Chicken Burger' varieties using an entire chicken thigh patty to lock in juiciness. The patties are made crispier with buttermilk and rice flour and produced using a continuous 'Multi Drum Breading' process. Flavors include 'Greek Ranch' (ranch sauce with Greek yogurt) for a light taste, and 'Fire Hot' with spicy garlic sauce tailored to Korean consumers' preference for heat. The campaign taps popular YouTuber Chimchakman (a Korean creator known for mukbang and food reviews) as the ad model; a promotional video titled “an unbeatable chicken burger” will be released on Lotteria’s YouTube channel. Lotteria says the new burgers expand its chicken lineup and aim to attract fans of crunchy exterior and juicy interior chicken (겉바속촉).
