Barun Chicken, a South Korean chicken franchise, is lowering the prices of some of its menu items to compete in the ongoing price war with large supermarket chains. As consumer backlash grows against rising chicken prices from major franchises, Barun Chicken will reduce the prices of its ‘Hot Hyeonmi Crunch’ chicken and ‘Sweet Potato Cheese Balls’ by KRW 1,000 and KRW 500 respectively. This comes as large supermarkets like Lotte Mart and E-Mart offer cut-rate chicken around KRW 3,000 to KRW 4,000, challenging the typical franchise price of around KRW 20,000 per chicken. The price reductions are a strategic move to attract price-sensitive consumers and offer better margins to franchisees as part of a mutual growth initiative.
