[🇺🇸] Korea’s Top Chicken Chains Reenter Burger Market Amid Price Backlash

Korea’s major chicken franchise brands are turning their attention back to the burger market, responding to shifting consumer trends amid rising food prices.

As dining costs soar and solo dining becomes more common, leading chicken franchises — including BBQ, bhc, and Kyochon — are diversifying their menus to appeal to value-conscious consumers. Though current offerings remain in a test phase, the companies plan to expand based on market reactions.

bhc has launched three limited-edition chicken burgers at its Gaepo Zaisequare branch in Seoul, selling around 70 units per day. Kyochon F&B recently opened a deli-style brand called Sauce at its Pangyo headquarters, offering chicken burgers and sandwiches that attract roughly 200 daily visitors. Both brands currently operate their burger menus at single locations but are considering expansion depending on performance results.

Industry analysts note that the move reflects optimism about the burger market’s growth potential. According to Euromonitor, Korea’s burger market is expected to expand from 2.3 trillion won in 2015 to 5 trillion won by 2025. Rising dining costs, the rise of solo dining culture, and changing perceptions toward burgers are driving the shift — and analysts predict chicken franchises will contribute to market growth rather than intensifying competition.

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