| The Lotteria Burger Laboratory is Korea’s local fast-food restaurant that has been around since 2017 as a new concept. In other countries this is the counterpart for Burger King, McDonald’s, or even the Philippines’ Jollibee that serves their burgers while customers wait. The idea of fast service is a game changer with these types of restaurants.
McDonald’s in the US and Europe started installing these bespoke touch screen tablets to order their food. Some argued that it spelled the end of working staffs taking your food orders, but that didn’t change it just became an additional option if the lines are long. This concept is different in Lotteria’s ideal way of servicing customers in one of their stores at Gimhae International Airport. |
Before heading off to Manila a few days ago I arrived at the Gimhae International Airport a few hours early. It has been a while since I have entered the departure area of this busy airport. So much has changed in the last eight years. Of course, some stores have close and gone that includes the only Popeye’s Louisiana Chicken in that particular area.
Before entering the main terminal I looked around and see what have stayed the same. Some areas like the internet lounge are no longer there, but the bookstore near the escalator is still around. I rarely walked around the second level until I’ve came across the Lotteria Burger Laboratory.
Burger Lab as You Go
The first thing I noticed upon seeing the main entrance of the store is the busy bespoke tablet where most people are taking their orders. It reminds of McDonald’s touchscreen tablet that was recently introduced in the Philippines as part of their NextGEN concept that rarely Filipinos used as some are not used to the self-service machines. They’ve would rather stand in the line and speak with a staff, which is entirely different from how it was used in Australia in a very convenient way.
For the Burger Laboratory it was the only way you can take your order as I entered the store to ignore it and went straight to the cashier. The senior staff member was having difficulty communicating in English as most Koreans do, but it didn’t stop her in assisting me to the self-service machine. The self-ordering device is multi-language and that makes it more convenient for non-speaking Koreans that are just for a short visit before flying off to their respective countries.
 |
| Taking the Concept for Good Convenience with Lotteria Burger Lab's Self-Service Machines. |
 |
| After getting your ticket number with your meal a doorbell sound will call your attention to pick your food. |
 |
| Then you proceed to the counter to pay for the meal and there you have it. |
 |
| One-Time Self-Service Get Your Drink Counter. |
The Process of Dining
Dinning at Burger Lab can be a new experience and a crowded one at its best. The process of ordering your food is simple just set what meal are you going to take by choosing one in the system and then you have the numbered stub with details already entered in their system that automatically the staff immediately prepare them while you wait.
You don’t need to bring the printed stub from the counter as they already have them being prepared. The numbered assigned to you will flash on the overhead television monitor just like the one in McDonald’s and when it is ready to pick up not only your number is called by a staff member, but a doorbell sound starts it first by immediately calls your attention.
Then you show your ticket stub to the staff member where she will hand over your meal and then you pay it next to the cashier as simple as that without the hassle of too many people doing the call offs and making confusing lines at the counter. The drinks of course is self-service similar to how Subway has in some of their stores, but the drinks are not refillable they just hand you a tall glass made of plastic.
 |
| Wagyu Meal Package from Lotteria Burger Laboratory. |
Wagyu Burger with Chicken Pack
Originally, I was aiming to get the Wagyu Burger Meal with Fries and a tall drink. Turns out I entered a similar one but with an extra Chicken Leg for 10,000 Korean Won. In the image outside the entrance along with the set of meals you’ll see the Wagyu Burger seemed small turns out it’s wider than Jollibee’s Champ Burger and taller than your McDonald’s Big Mac. It might also have the same aesthetics as Burger King/Hungry Jack’s famous Whopper with a Korean flavorful Wagyu beef.
Beside the delectable Wagyu burger it has their version of the Shaker Fries that includes a packet of Onion flavored powder. The way it was presented is unlike how McDonald’s have it separately with a shake bag and the fries still in their packaging. The funny part is the chicken in the large basket that I have mistakenly added that’s a bit tiny as the ones you see being sold at KFC.
But the taste of their chicken is just as crispy and different from the usual fried chicken that other fast-food restaurants have. If the Philippine have their Royal Tru Orange and Australia have their Solo Lemon soda, Korea has Chilsung Cider which is also produced by Lotte. Trying the local soda had a similar taste to Sprite but it’s entirely different that doesn’t give that much fizz.
 |
| Molang, the Happy Rabbit as the Chinese New Year Pig for 2019 in three variations. |
 |
| What's available at this Lotteria Burger Lab at Gimhae International Airport. |
That is not a Happy Meal
Prior to chowing down my meal I also taken advantage in purchasing one of their collectible toys that’s available at the counter. The senior staff advised me you can only have one for 2,000 Korean Won when you order one meal. Basically, it’s not like when you order a Happy Meal and get the toy for free. They have a policy for one meal and get to buy one toy.
Unfamiliar to me is Molang, the Happy Rabbit dressed or wrapped up as a pig. At first I thought it was Hello Kitty but turns out it’s a different character not tied up with Japan’s famous Sanrio personality. Since it was the Year of the Pig for 2019 Lotteria Burger Lab has three versions of Molang welcoming the Chinese New Year. I was personally keen on getting the Molang with a bag of coins but it was the one that immediately got sold out.
Nonetheless, I was also keeping tabs of time not to be late getting into the terminal so I had consumed the meal and packed Molang to my bag. It was an interesting toy but the meal itself was quitedifferent from the other burgers I had the past year.
A Busy Laboratory
Lotteria Burger Lab also has other restaurants in selected parts of Asia namely Vietnam and Malaysia to name a few that opened their stores. Seeing how busy the area was there was no inconvenience when you order your food down to paying for it at the counter. The staff was helpful such as the old lady at the counter who had a challenge to communicate even though she doesn’t speak that much English. In comparing to other crew who worked in the fast-food industry this store deserves commendation to keep things rolling without any drama and the food is good too.
If ever there’s going to be a Lotteria Burger Lab in the Philippines it would still follow the way other restaurants deal with their customers. Probably I may be wrong but depends on how the company does the training properly unlike those others that doesn’t need to be mentioned.
But overall this was one of the best hamburger joints in Korea that needs to expand outside its home country amidst the growing competition against already established restaurants out there. They just need to keep their principle and identity intact which includes the concept they have presented that made them known for.
Check more about Korea's famous Fastfood Restaurant by following and LIKE Lotteria on Facebook and follow on Instagram at: @Lotteria_Kr
No comments:
Post a Comment