Restaurant franchise corporations Theborn Korea said on the 17th that starting on the 25th it will rebrand Yeondon Bolkatsu as "Yeondon Twigim Deopbap" and begin support to convert it into a lunchbox-focused brand. The move appears aimed at strengthening brand competitiveness around the fried rice bowl lunchbox that has become Yeondon Bolkatsu's flagship menu.
According to Theborn Korea, the Yeondon Twigim Deopbap series launched in May last year — "Ttugeunyeollin Chicken Dosirak" (Ttuyeolchi), "Yeondon Dosirak," and "Gogi Mani Chaeun Twigim Dosirak" — was a hit. The average monthly sales across all Yeondon Bolkatsu stores in the second half of last year increased 134% compared with the first half. It has continued to maintain a high sales rate since.
In line with this, Theborn Korea plans to support expenses of about 3 billion won for franchisee brand conversions. The company said the headquarters will cover not only signboard replacement, new kitchen equipment, and key supply support, but also all costs for outdoor advertising in major locations nationwide, digital media advertising, and discount promotions.
The brand conversion will proceed at the discretion of franchisees. So far, 17 of 22 general road shop locations have applied to convert. Signboard replacements will be carried out in order starting on the 25th. Fourteen stores in special locations such as highway rest areas do not sell lunchbox menus and will be excluded from the brand conversion.
A Theborn Korea official said, "We are continuing constructive communication with franchise owners through brand-specific owner councils and a win-win committee," adding, "In particular, for small brands with sufficient market potential, we plan to aggressively push various support measures, including rebranding, to grow them into major brands."