No Brand Burger, operated by Shinsegae Food, said on the 14th that it will launch two new flagship third-generation items, NBB Hooked and NBB Puncheese, on the 15th.
The third-generation lineup follows the chain's first generation, which competed on price, and its second generation, which emphasized larger portions. The new items focus on bringing out the taste of each ingredient and strengthening the overall flavor in a single bite.
NBB Hooked combines two flame-grilled patties with sliced cheese and onion, finished with a sweet-and-salty sauce based on smoked mayonnaise and ketchup. The name refers to a flavor that hooks customers from the first bite. NBB Puncheese pairs two slices of cheddar cheese with jalapeños and a smoked jalapeño cheddar cheese sauce for a richer cheese taste with a spicy edge. Each burger is priced at 4,900 won on its own and 6,900 won as a set meal.
Consumer preferences also shaped the menu development. In an in-house survey of 500 customers in the first half of this year, respondents said what mattered most was the core taste of a burger that can be enjoyed at an affordable price. Before the launch, the company ran a month-long test at its Seongsu Lab store in Seoul's Seongdong district to gauge customer reaction. During the test period, the new items ranked first in sales among about 20 menu items at the store.
An official at No Brand Burger said, "We plan to continue introducing well-executed menu items that bring out the taste and balance of basic ingredients, so that customers are satisfied with the flavor and can choose them without worrying about the price."