Chicken Burgers Rise as Affordable Alternative Amid Burger Price Hikes
The trend of Lunchflation—a blend of lunch and inflation—has even affected hamburgers, once the quintessential value meal, as their prices have risen, leading to the rise of chicken burgers as a viable alternative.
According to industry reports on the 22nd, burger chains have recently increased their prices significantly. Burger King raised the price of its flagship Whopper from 7,200 KRW to 7,400 KRW, a 200 KRW hike. The price of a set meal is nearing 10,000 KRW. Similarly, McDonalds has increased the price of its Big Mac to 5,700 KRW, among 35 other menu items, with price increases ranging from 100 to 400 KRW. The primary reason for these hikes is the rising cost of imported beef patties driven by high exchange rates.
Unlike beef patties, which are highly susceptible to fluctuations in exchange rates and logistics costs due to a high import ratio, chicken patties are approximately 30-40% cheaper in raw material costs and have a higher proportion of domestic ingredients, making them relatively less volatile in price. This is why the industry is turning to chicken burgers as a price defense card. By utilizing lunch hours or offering coupons, the effective purchase price drops, and due to their relatively lower cost, sales of chicken burgers are thriving.
Burger Kings chicken burger, Crisper, sold over 2 million units within just three months of its launch. Lotte Burgers Whole Leg Crispy Chicken Burger also surpassed 1 million units in sales within two weeks, achieving over 200% of its sales target. McDonalds is also increasing its chicken burger offerings by strengthening its McCrispy lineup.
With affordable prices, crispy textures, and rich juiciness, chicken burgers are boosting consumer satisfaction, prompting the chicken industry to enter the competition. Given that chicken is traditionally viewed as a dinner or late-night menu item, the strategy is to secure lunch sales through chicken burgers. Compared to a whole chicken, this shift reflects a significant opportunity in the market.
According to industry reports on the 22nd, burger chains have recently increased their prices significantly. Burger King raised the price of its flagship Whopper from 7,200 KRW to 7,400 KRW, a 200 KRW hike. The price of a set meal is nearing 10,000 KRW. Similarly, McDonalds has increased the price of its Big Mac to 5,700 KRW, among 35 other menu items, with price increases ranging from 100 to 400 KRW. The primary reason for these hikes is the rising cost of imported beef patties driven by high exchange rates.
Unlike beef patties, which are highly susceptible to fluctuations in exchange rates and logistics costs due to a high import ratio, chicken patties are approximately 30-40% cheaper in raw material costs and have a higher proportion of domestic ingredients, making them relatively less volatile in price. This is why the industry is turning to chicken burgers as a price defense card. By utilizing lunch hours or offering coupons, the effective purchase price drops, and due to their relatively lower cost, sales of chicken burgers are thriving.
Burger Kings chicken burger, Crisper, sold over 2 million units within just three months of its launch. Lotte Burgers Whole Leg Crispy Chicken Burger also surpassed 1 million units in sales within two weeks, achieving over 200% of its sales target. McDonalds is also increasing its chicken burger offerings by strengthening its McCrispy lineup.
With affordable prices, crispy textures, and rich juiciness, chicken burgers are boosting consumer satisfaction, prompting the chicken industry to enter the competition. Given that chicken is traditionally viewed as a dinner or late-night menu item, the strategy is to secure lunch sales through chicken burgers. Compared to a whole chicken, this shift reflects a significant opportunity in the market.
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