As high inflation persists and value-for-money dining gains attention, chicken patty-led items are spreading in the burger market. In a market long centered on beef patties, chicken, which carries a relatively lower cost burden, is emerging as an alternative. With some chicken chains moving directly into the burger market, the boundaries between sectors are blurring.
According to industry sources on the 16th, major burger franchises are introducing new products centered on chicken patties. Lotteria, run by Lotte GRS, on the 6th launched two "Whole-leg crispy chicken burgers" in collaboration with YouTuber Chimchakman. The product sold more than 1 million units in two weeks, achieving 210% of its sales target.
McDonald's rolled out two "McCrispy Mala Burgers" that combine a chicken thigh patty with a spicy mala sauce. Burger King's chicken patty burger "Crisper," launched in Apr. last year, sold more than 2 million units in three months, and on Jan. 29 the company added two upgraded "The Crisper" burgers.
Mom's Touch, regarded as a strong player in chicken patty burgers with its flagship Thigh Burger at the forefront, on the 12th launched its "Back to the TOUCH" project to reintroduce popular items for a limited time and, as the first lineup, brought back the "Jalapeño whole-thigh burger" using a chicken thigh patty.
Recently, as hamburger set prices at major burger franchises have neared 10,000 won, consumers' price resistance has grown. The industry is strengthening strategies to lower the price burden and defend demand by using chicken patties instead of meat patties.
In fact, at major franchises, beef patty burgers are generally priced between 8,000 and 9,000 won for à la carte items, while chicken burgers run from 4,000 to 7,000 won, showing a price gap. At Burger King, a flagship "Whopper" à la carte is 7,400 won, while The Crisper is 5,700 won. At Lotteria, à la carte Whole-leg crispy chicken burger, Hot crispy burger, and Chicken burger are in the 4,300–6,900 won range, while premium Korean beef, known as hanwoo bulgogi burger and Ria bulgogi burger are in the 5,000–9,000 won range.
Industry watchers say chicken patties are advantageous not only for price competitiveness but also for cost management. Imported beef patties are heavily affected by exchange rates and logistics costs, whereas chicken, mostly domestically sourced, tends to have relatively lower price volatility.
A burger industry official said, "With prices in the dining industry rising recently, value-for-money menus are emerging as a trend," adding, "Franchises appear to be bolstering lineups that are easier to approach in a burdensome price environment so consumers can access and experience their brands."
Another official said, "For some chicken patty burgers, the cost burden is higher than for beef patties," adding, "Rather than simply due to cost pressure, since beef patties dominate the industry, it appears an industry mood has formed to strengthen chicken patty lineups for menu diversification."
As chicken franchises have recently jumped into the hamburger business, the spread of chicken burgers in the hamburger sector has blurred the line with chicken franchises. Chicken players such as bhc, BBQ, and Kyochon are also testing burger and sandwich menus to target lunchtime demand, expanding into the hamburger market.
BBQ has sold "BBQ chicken burgers" since 2018. bhc sold three chicken burgers at its Seoul Gaepo Xi Square location, which opened in Oct. last year. Kyochon F&B launched its deli brand "Sosit" on the first floor of its Pangyo headquarters in Nov. last year and sells chicken burgers and sandwiches. Um Burger & Wings, a burger franchise run by midsize chicken brand Puradak Chicken, surpassed 30 franchise locations nationwide one year after launch, accelerating its expansion. Chicken franchises are leveraging their expertise in chicken, while burger brands are emphasizing accessibility and menu diversity as they compete.
Some say, however, that it will take time for chicken burgers to become mainstream in the overall sales mix. Since beef patty burgers still lead the hamburger industry, chicken burgers are seen as tools to defend prices and draw in new demand. A burger franchise official said, "It's true that recent new products have launched and been popular, but beef patties are still the mainstream," adding, "That said, with competitors diversifying, including the chicken industry, we are also paying close attention to strengthening chicken patty lineups."