Lotteria's Mongolian Bowl Burger Provides Bites Filled with Carbohydrates
Laura McQuarrie — May 29, 2015 — Lifestyle
References: lotteria.jp & brandeating
For a limited time, Japanese fast food chain Lotteria will be selling a rice burger it is calling the Mongolian Bowl Burger. The contents of the burger include sautéed cabbage, mayonnaise, a hot and sour sauce, protein and in place of the traditional burger patty, a bed of rice.
This special item was created in partnership with Moko Tanmen Nakamoto, known as a popular chain of Mongolian-style ramen restaurants in the Tokyo area. Since rice is a staple to the East just as burgers are a staple to the West, this fusion burger presents a worldly clash of cultures—and carbohydrates.
Although the new Mongolian Bowl Burger is proof enough, in the past Lotteria has proven itself a fearless brand by experimenting with combinations like chocolate and chicken, strawberries and steak, as well as a scoop of spaghetti on top of a patty.
This special item was created in partnership with Moko Tanmen Nakamoto, known as a popular chain of Mongolian-style ramen restaurants in the Tokyo area. Since rice is a staple to the East just as burgers are a staple to the West, this fusion burger presents a worldly clash of cultures—and carbohydrates.
Although the new Mongolian Bowl Burger is proof enough, in the past Lotteria has proven itself a fearless brand by experimenting with combinations like chocolate and chicken, strawberries and steak, as well as a scoop of spaghetti on top of a patty.
Trend Themes
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Fusion Fast Food — The blending of different cultures in fast food items, such as rice-based burgers, presents an opportunity for disruptive innovation.
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Unconventional Food Pairings — Brands that experiment with unusual food combinations like chocolate and chicken or strawberries and steak can attract curious customers and drive sales.
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Carb-focused Burgers — As more consumers seek alternatives to bread-based buns, brands that offer rice or other carb-heavy alternatives present a potential for disruptive innovation.
Industry Implications
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Fast Food — Fast food chains have an opportunity to capitalize on fusion and carb-heavy burgers to attract new, adventurous customers.
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Food and Beverage — The food and beverage industry can experiment with unconventional food pairings to create unique and standout products that appeal to consumers.
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Cultural Tourism — Promoting fusion fast food items that blend different cultures can appeal to tourists seeking new and unique culinary experiences.
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