[THE INVESTOR] Shinsegae Food will launch a new hamburger chain Devil’s Big Boy during the first half of next year, according to a local news report on Nov. 24.

The new burger chain will be a sister brand of Devil’s Door, the company’s craft beer pub that was conceived and directed by Chung Yong-jin, vice chairman of Shinsegae Group. 

Chung Yong-jin

The company in September filed for trademark registration and recently started selling its pilot menus at the company’s headquarter in Seongsu-dong, Seoul, before the official launch.

To compete with fast-food chains such as McDonald’s and Lotteria, the company will have a similar pricing strategy. A Devil’s Big Boy set menu, which includes a burger, coke and french-fries, will cost around 5,000 won (US$4.61), according to the report.

Besides the new brand, Shinsegae Food has been operating a hamburger fast food chain Johnny Rocket here, which sells premium burgers that cost 10,000 won.

By Song Seung-hyun (ssh@heraldcorp.com)