Lotte’s Lotteria: 28 Years of Dominance in K-BPI Fast Food Rankings – What’s Their Secret?

[World Today reporter Kim Se-hwa] Lotteria just clinched the No. 1 spot in the fast-food category of the 2026 Korea Industry Brand Power (K-BPI) rankings — marking its 28th consecutive year at the top.

Lotte GRS said Lotteria took first place in the service-sector fast-food category in K-BPI’s 2026 survey, conducted by the Korea Management Association Consulting.

The brand has been sharpening its appeal through continuous menu innovation and savvy marketing. Last year it rolled out standout items — including a chef-collaboration Mozzarella Burger, the Crab Alive Burger and the Squid Alive Burger — to offer more adventurous, differentiated choices. Lotteria also expanded the lineup and hours of its ‘Ria Lunch’ promotion, a move that helped boost customer satisfaction during a period of high inflation.

This year’s Whole-Thigh Crispy Chicken Burger targeted diners in their 20s and 30s and sold 1 million units within two weeks of launch, becoming an instant hit. Consistent launches like this are keeping the brand’s momentum strong.

The chain is also accelerating its global push. After opening its first U.S. location in August last year, Lotteria followed with new stores in Malaysia in December and Singapore in February, broadening its overseas footprint.

K-BPI measures brand awareness, customer loyalty and other factors that influence purchasing decisions to identify the top brands in each sector.

A Lotte GRS spokesperson said Lotteria has led South Korea’s quick-service restaurant market for about 47 years, and that 28 straight K-BPI wins reflect sustained customer recognition. The company added it will continue to lead the burger market with distinctive menus and memorable experiences.