Lotte리아 and McDonald’s launched rival chicken burgers using whole drumstick patties. Lotte리아’s “Whole Drumstick Crispy Chicken Burger” (Greek ranch or Fire Hot) focuses on juicy, crispy texture with a buttermilk and rice flour coating; it’s crisp to the last bite and lightly sweet from the sauce. McDonald’s “McCrispy Mala Burger” comes in two versions with varying levels of numbing-spicy mala seasoning (마라, a Sichuan-style spicy-numbing flavor) and uses a full fried drumstick patty; the mala’s strong aroma stands out, and the crunch is softened by the sauce. Price and nutrition differ: Lotte리아’s burger is cheaper (6,900 KRW) and lighter (231g, 618 kcal, 1,050 mg sodium) while McDonald’s is pricier (7,700–9,200 KRW), heavier (334g) and higher in calories and sodium (685 kcal, 1,668 mg sodium). Lotte리아’s product sold 1 million units in two weeks, driven largely by buyers in their 20s–30s and strong online ad engagement.
