Kyochon Chicken, Korea's leading chicken brand, has finally retired after being embroiled in a 'shrinkflation' controversy, but after criticism that it effectively raised prices by reducing product weight, Kyochon decided to restore the weight and meat composition of the four boneless chicken menu items to their original levels. This measure is seen as a 'trust restoration move' to maintain its premium brand image, as it is being considered in response to consumer backlash. According to the distribution industry on the 25th, Kyochon F&B announced last month's new boneless chicken menu With the launch, the weight and ingredient composition of the original four menu items were changed across the board: soy sauce, red, and half-and-half (soy sauce + red) were reduced from 700g to 500g, while the half-and-half (red + honey) were reduced from 600g to 500g. In this process, the previous product that used only chicken thigh meat Instead, relatively inexpensive chicken breast was mixed in, and the sauce application method was changed from the 'traditional brush application method' to a 'mixing method' to improve cooking efficiency, ,,, consumer response was cold,,, and criticism spread mainly among consumers that "the price remains the same but the portion has decreased." As disappointed comments like "Even Kyochon didn't expect this to happen" quickly shaken the brand image, Kyochon recently announced that it would restore both weight and cooking methods to the original state just over a month after the controversy surfaced, and this measure will take effect from the 20th of next month. An industry insider said, "Even if prices are not raised, reducing weight is perceived by consumers as an 'invisible increase,'" adding, "Kyochon's decision is the result of choosing to restore brand trust over short-term profits."
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