New items refined through test sales, with focus on patty, cheese and sauce harmony
Shinsegae Food's No Brand Burger will launch its third-generation flagship items, NBB Hooked and NBB Puncheese, on Thursday.
No Brand Burger has evolved its signature menu since launching in 2019. The first-generation Grilled Bulgogi burger debuted at an accessible price of 1,900 won ($1.40). The second-generation NBB Amazing Double emphasized a double-patty build for greater meat volume and richness. The third generation carries forward the brand's strengths in value and portion size while shifting focus to the flavor and harmony of the patty, cheese and sauce.
Customer feedback also shaped the new lineup. An in-house survey of 500 customers in the first half of the year found that what mattered most to them was not exotic ingredients or novel concepts, but the fundamental taste of a burger they could enjoy at a reasonable price without hesitation.
The items also underwent a month of test sales at the Seongsu Lab branch before their official release. Among the more than 20 items on offer at that location, the new products ranked No. 1 in sales.
NBB Hooked pairs two flame-grilled patties with a sweet-and-salty sauce. NBB Puncheese layers two slices of cheddar cheese and jalapeños into a smoked jalapeño cheddar sauce, delivering a rich cheese flavor with a spicy jalapeño kick. Both items are priced at 4,900 won ($3.60) for a single and 6,900 won ($5.10) for a set. Customers who purchase a single item through the app through Oct. 28 can receive a complimentary upgrade to a set.
spa@heraldcorp.com
