Lotteria, the burger franchise brand operated by Lotte GRS, said on the 20th that it was selected No. 1 in the service industry fast-food category for the 28th consecutive year in the 2026 Korea Brand Power Index (K-BPI), organized by Korea Management Association Consulting (KMAC).
K-BPI compiles brand power—the level of a brand's influence and value that affects consumers' purchase decisions and behavior—and announces the No. 1 in each category every year.
Lotteria last year launched the "Mozzarella Burger" through a collaboration with a famous chef and rolled out a variety of menu items such as the "Crab Alive Burger" and the "Squid Alive Burger." It also expanded the items and operating hours of the "Ria Lunch" promotion.
The new menu item first introduced this year, the "Whole-leg Crispy Chicken Burger," targeted consumers in their 20s and 30s with marketing activities and achieved cumulative sales of 1 million units in the first two weeks after launch.
Lotte GRS said it is also focusing on expanding its footprint in overseas markets to grow as a global franchise. After opening its first U.S. store in August last year, it opened its first stores in Malaysia in December and in Singapore in February this year.