Burger Brands Surge in Collaborations with Renowned Chefs

Burger franchise chains are rapidly introducing new menu items through partnerships with famous chefs. Major brands such as Lotte Grill, Burger King, Mamsterchi, and Frank Burger are teaming up with chefs who appear on television to launch limited-edition offerings.

Lotte Grill has collaborated with Chef Lee Chan-yang, who appeared on “Black & White Chef 2,” to release a new menu item called the “Burnt Beef Burger.” It will be available in limited quantities at stores nationwide starting the 17th. The Burnt Beef Burger features smoked flavors, with its black burnt cheese bun colored using squid ink and topped with grilled cheddar and mozzarella cheeses. The patty beneath the burger is made from beef that was caramelized after being fried for 4 hours, and the dish is enhanced with brown butter oil provided alongside it, reflecting Chef Lee Chan-yang’s culinary style.

This decision follows Lotte Grill’s successful chef collaborations last year. The “Napoli Taste Mafia Mozzarella Burger,” introduced in collaboration with Chef Kwon Sung-joon, the winner of “Black & White Chef 1” in January, achieved approximately 230% of its target sales volume on the day it was released, with around 450,000 units sold within a week.

Burger King has also launched the “Smoke Beef Rip Wopper” this month in partnership with Chef Yu Yong-wook, known as the “Barbecue Research Director.” This product combines grilled patties with Chef Yu’s expertise in smoking techniques. Mamsterchi has reinterpreted authentic Chinese flavors in burgers by collaborating with Chef Hu Deok-juk, a master of Chinese cuisine, and releasing items such as the “Hu Deok-juk Saiburger.” Frank Burger has partnered with Chef Jung Ho-young, also from “Black & White Chef 2” as “Baek Su-jeo,” to launch three “Jung Ho-young Edition” burgers: the Chipotle Chicken Burger, the Frank Chicken Burger, and the Okonomiyaki Shrimp Burger.

As competition in the burger market intensifies, simply introducing new products is no longer enough to stand out. Partnering with well-known chefs helps increase visibility and generates buzz on social media. The popularity of Netflix’s series “Black & White Chef” has significantly contributed to raising public awareness of these chefs.

Mamsterchi’s “Edward Lee Burger,” released last year, sold approximately 2 million units over three months, demonstrating the commercial value of chef collaborations. Each brand is creating unique differentiators by partnering with distinctive chefs.