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In response to the explosion in casual dining as well as a public belief that all fast food is poorly sourced and artificially flavoured, JHP was commissioned by Korean fast food chain Lotteria to design and develop a new experience. The commission included the store architecture, internal environment, brand identity, product strategy, packaging, internal communication, multi-sensory strategy, advertising and service strategy. The result is the Burger Laboratory, offering a finely tuned and limited menu based on fresh, sustainable and well-sourced ingredients, all prepared to order right in front of the customer. The first Burger Laboratory opened in Seoul in November 2016. Its results have been outstanding, with the store trading 35% higher than its previous incarnation – the concept is now being rolled out across the company’s 3,000 outlets throughout Asia.