Lotteria launched "Miracle Burger," the first of its kind in the Korean franchise industry, on Feb. 13.
Miracle Burger was developed under the concept of "Not Beef, But Veef." Patty recreated the meat texture by combining soy protein and wheat protein at the optimum rate.
The sauce used soybeans instead of eggs to preserve savory taste, and bread was made from vegetable ingredients, not milk ingredients.
Miracle Burger features a Korean flavor combining charcoal-grilled beef and onion flavor, priced at 5,600 won for the single and 7,400 won for the set.
To mark the launch of the new product, customers will be able to purchase coupons for three days from Feb. 13 at a 34 percent discount for the Miracle Burger set (4,900 won).
"As more consumers are interested in ethical consumption in the Korean restaurant industry, we reflected the market trend that is seen as future food," a Lotteria official said. "We will develop and launch various alternative hamburgers that are environmentally and healthy."
