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.
Why This Trend Is Growing
- Fusion Fast Food
- The blending of different cultures in fast food items, such as rice-based burgers, presents an opportunity for disruptive innovation.
- 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.
- 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.
Industries Being Reshaped
- Fast Food
- Fast food chains have an opportunity to capitalize on fusion and carb-heavy burgers to attract new, adventurous customers.
- Food and Beverage
- The food and beverage industry can experiment with unconventional food pairings to create unique and standout products that appeal to consumers.
- Cultural Tourism
- Promoting fusion fast food items that blend different cultures can appeal to tourists seeking new and unique culinary experiences.
