'Lotteria' How to survive?

I always have a question why 'Lotteria' is still survied in the fast food market. I really hate the 'Lotteria' since when I was young. The iamge of 'Lotteria' was just cheap fast food restaurant and a follower of foreign fast food restaurant such as Mcdonald. Its interior used red color and is similar to Burger king's. However, 'Lotteria' was just use 'red' and unfashionable in contrast to the burger king which has a unique style and concept. Even though I didn't know the difference of quality or taste of burger, I do not choose 'Lotteria' but another fast food restaurant. So far, t was just my idea and feeling about 'Lotteria'. I want to know the real situation or position of Lotteria in the fast food market.

I searched the news about Lotteria, and I am really surprised that Lotteria occupied great positon in Korea. Amazingly, Mecdonald does not a market leader in the fast food market and the first company is Lotteria which occupied a market share over 40% in Korea. the reason of this high market share of Lotteria is the advantage of prior occupation. And also, Lotteria tried to make a new taste burger for Korean such as a Rice burger, a Bulgogi burger and a Kimchi burger. I didn't like that kinds of burger but it is true that those effort must have helped its success.

Nowadays, Lotteria is trying to survive in a tight competition of fast food market. First of all, they compete with a burger price of other fast food restaurant. For example, they have to drop the price of burger set menu to survive as McDonald come out a promotion which supply a hamburger with a cheaper price. Furthermore, they are changing an interior. I think this is the most important point in the marketing because the interior means the image of restaurant. These days there are so many fancy and cheap restaurants in Korea unlike 10 years ago in Korea as Lotteria opened. In this situation, Lotteria needs more luxurious and modern image and then have to make a certain unique stlye to survive. For instance, in Hongdae, they renovate an interior with a famous artist. As you see the picture, they change the restaurant like a cafe which make people feel comfortable, luxurious and trandy.

Any kinds of restauraunt always must try to catch up a recent trand and style. Lotteria would not survived in the future if they have no change. It means the marketing always have to be active for good until the company exist.

http://k.daum.net/qna/view.html?boardid=QMB002&qid=0B9y5&q=%B7%D4%B5%A5%B8%AE%BE%C6+%B8%B6%C4%C9%C6%C3&srchid=NKS0B9y5
http://www.simonsearch.co.kr/story?at=view&azi=31621&srchid=BRDBBS6mJg0

http://www.e-today.co.kr/200707/news/newsview.php?TM=news&SM=0101&idxno=162350

20600171 - 4th entry