Lotteria changes menu name to BI for the first time in 12 years, Bulgogi Burger becomes Lia Bulgogi (Korea)

Lotteria, the hamburger franchise chain (FC) of Lotte GRS, has changed its BI (brand identity) and menu names for the first time in 12 years.
The new brand slogan "TASTE THE FUN" expresses not only the fun that can be felt through delicious menus, but also the space, service, etc.
The meaning behind this is that the company aims to provide enjoyment to its customers' daily lives by making them feel good through various touch points. Through the new BI, the company aims to strengthen brand awareness,
In addition to strengthening the brand through building a strong presence in the Korean market and expanding into overseas markets, store design graphics and product illustrations will also be developed separately and introduced in Korea from September.
The company plans to apply this to other stores as well. At the same time, the store's signature name "Ria's" will be used in the names of major services and promotional codes to foster customer loyalty.
We will strengthen our communication. Our signature menu items, the "Bulgogi Burger" and the "Shrimp Burger," will be renamed to "Ria Bulgogi" and "Ria Shrimp," respectively.
Lotte GRS said, "The name change of our flagship menu item is to emphasize its uniqueness and distinctiveness."