McDonald's Korea announced on the 11th that it has created approximately 61.7 billion won in social and economic value over the past four years through the 'Taste of Korea' project.
According to McDonald's, the survey was conducted by the impact measurement firm Triplight. It utilized various quantitative and qualitative data comprehensively, including sales volume by menu item, the scale of ingredient purchases, various statistical data, media and social media exposure frequency, and interviews with stakeholders.
In particular, the components of monetary value were divided into three categories: ▲ increase in farmers' real income ▲ enhancement of local brand value ▲ reduction in agricultural product waste expense. The largest proportion was attributed to the enhancement of local brand value, amounting to approximately 56.7 billion won. This was the result of measuring the improvement in consumer perception of local agricultural products through the project and converting that into monetary value.
The increase in farmers' real income is approximately 4.49 billion won, reflecting the direct revenue generation effect from material purchases. The reduction in agricultural product waste expense was investigated to be around 460 million won.
By region, the figures recorded were: ▲ Changnyeong (garlic burger) approximately 44.3 billion won ▲ Boseong (black pork burger) approximately 1.71 billion won ▲ Jindo (green onion cream croquette burger) approximately 9.17 billion won ▲ Jinju (pepper cream cheese burger) approximately 6.38 billion won. This reflects the efforts to stabilize the supply of materials and provide customers with delicious menu items in collaboration with local farmers, according to McDonald's Korea.
In fact, the domestic ingredients that McDonald's Korea sourced through the Taste of Korea project over the past four years included: ▲ Changnyeong garlic 169.8 tons (t) ▲ Boseong black pork 137t ▲ Jindo green onion 142.4t ▲ Jinju pepper 10t, totaling 459.2t. Including beverage menu items, it reaches 800t.
The cumulative number of burgers sold is approximately 13 million. The sales volumes by menu are: ▲ Changnyeong garlic burger 5.37 million (total of three sales since its first launch in 2021) ▲ Boseong black pork burger 1.19 million (2022) ▲ Jindo green onion cream croquette burger 4.86 million (launched consecutively since 2023) ▲ Jinju pepper cream cheese burger 1.66 million (2024). The total cumulative sales of the entire Taste of Korea menu, including side dishes and beverages, reached approximately 24 million.
Although not included in this analysis, the 'Iksan sweet potato mozzarella burger,' released in July, surpassed 1 million sales just 9 days after its launch. In the past month, 2.4 million items were sold. The supply amount of the relevant materials also surpassed the historical maximum of 200t with a cumulative total exceeding 1,000t.
A representative from McDonald's Korea noted, "It is very meaningful to be able to confirm that the Taste of Korea project has had a positive impact on local communities through this result," and added, "We will continue to strive to share the value of coexistence through close collaboration with local farmers and to present delicious menu items to our customers."