"We will raise the value customers get for their money by improving taste, not just offering a low price."
No Brand Burger is putting taste forward as its new competitive edge, after low prices and generous portions. The idea is to move beyond being a budget burger that merely fills the stomach and to become a brand that stays in consumers' memories through a distinctive taste. The company aims to lift sales at franchise stores by offering better value for money through improved taste, raising flavor satisfaction while keeping its price competitiveness.
Choi Jung-yong, head of research and development at Shinsegae Food, said at the company's R&D center in Seoul's Seongdong District on the 15th that price and volume alone were no longer enough. "There was a limit to satisfying consumer standards, which change quickly, with cost-effectiveness represented by price and volume alone," he said. "We thought the brand needed a new flagship menu item to move up a level."
The new items unveiled that day, NBB Hook and NBB Punch, are No Brand Burger's third-generation flagship products. They focus on the completeness of the taste, following the first generation, which stressed price competitiveness with the 1,900-won Grilled Bulgogi at the chain's 2019 launch, and the second generation, which delivered generous volume last year with the Amazing Double and its 130-gram patty.
The new items are characterized by stronger savory, tangy and spicy notes and an added smoky aroma that bring out each product's own character. NBB Hook pairs two beef patties with sliced cheese and onion, combining a smoked mayonnaise and a ketchup-based sauce for a sweet-and-salty appeal. NBB Punch puts in two patties and two slices of cheddar cheese, adding a smoked jalapeño cheddar sauce to emphasize a rich cheese flavor and spiciness. Choi said the company had previously focused on a mild taste built on harmony among the ingredients, but that its own consumer survey found a preference for flavors with a clear character.
Customer feedback was also reflected during development. After about a month of test sales at the Seongsu Lab store before launch, the dill pickles in Punch were replaced with jalapeños in response to comments that it was not spicy enough. The amount and thickness of the sauce were adjusted as well. "Consumer response improved after we changed the ingredients," Choi said. "We tried to reflect the views of the majority rather than those of one or two people." During the test period, the two products ranked first in sales among about 20 items on the store's menu.
To ease the burden of pricing, the company pursued joint purchasing of raw materials, integrated procurement and greater efficiency in manufacturing and logistics. "It is not about cutting prices by using fewer ingredients," Choi said. "We considered both customer satisfaction and franchisees' profitability." Shinsegae Food plans to raise both consumer satisfaction and sales per store through the new items. It will keep its existing low-priced menu while developing Hook and Punch into long-running items that symbolize the brand. "We tried to develop items that customers will love for a long time, rather than burgers that draw attention briefly and then disappear," Choi said. "Our goal is to offer a burger worth more than 10,000 won for 6,000 to 7,000 won."