Burger King expands breakfast menu amid South Korean chicken burger rivalry

Fast‑food chain Burger King is intensifying its push in South Korea with a new breakfast line that uses a croissant bun, a larger 80‑gram omelette and expanded set options. The company says sales have already exceeded expectations, reaching more than twice the forecasted volume, and it has increased the number of outlets offering the menu from 58 to 120 locations.

At the same time, the domestic chicken‑burger segment is heating up. The brand UmBurger & Wings, launched by Ider’s F&B in 2023, has just passed 70 stores and expects to open over 100 by the end of the year. Its flagship product features a 180‑gram whole‑leg chicken patty on a brioche bun, paired with a large “mega wing” side. The chain is targeting the same market niche dominated by Mom’s Touch and KFC, while Burger King has also introduced its own chicken‑burger offerings such as the “Crisper” and “Long Chicken Burger.” The competition reflects a broader growth trend in South Korea’s burger market, which has expanded to an estimated 4.5 trillion won in 2024 despite a sluggish overall dining‑out sector.