Consumers shop for roasted and fried chicken at a Homeplus store in Seoul, July 26. Newsis

By Park Jae-hyuk

Discount store chains are offering heavily-discounted fried chicken to attract consumers who have been irritated at skyrocketing chicken prices at franchised restaurants, according to industry officials, Monday.

After consumers flocked to Homeplus, which recently began selling one fried chicken at 6,990 won ($5.4) and two chickens at 9,990 won at certain hours, Lotte Mart reportedly decided to lower the price of a bucket of fried chicken, consisting of one and a half chickens, to 8,800 won from 15,800 won for a week. Emart has also been selling one ready-to-eat fried chicken at 9,980 won since July.

Their latest competition reminded most consumers of the 5,000-won fried chicken sold by Lotte Mart in 2010.

Back then, the retailer won the hearts of consumers, but at the same time, it faced a severe backlash from franchised fried chicken restaurants, which claimed that the practice of the conglomerate hurt small restaurant owners.

As politicians supported the restaurants at that time, Lotte Mart had to stop selling its low-priced chicken.

At this moment, many owners of franchised restaurants have complained once again about discount store chains lowering their fried chicken prices by utilizing their abilities to purchase ingredients in bulk. The restaurant owners have argued that they have had no choice but to increase their chicken prices, due to the soaring raw material prices and delivery fees.

Korean consumers, however, have been more hostile toward major fried chicken franchises than 12 years before.

Last month, some of them declared a boycott of major fried chicken franchises, such as Kyochon F&B, BHC and Genesis BBQ, as those companies have continuously raised prices, citing global inflation. Genesis BBQ Chairman Yoon Hong-geun was even criticized harshly earlier this year for his remarks that consumers should pay at least 30,000 won for his company's fried chicken.

Against this backdrop, many influencers, including food columnist Hwang Kyo-ik gave favorable comments about fried chicken sold at discount stores, prompting more consumers to look for such chicken.

"People have proudly called Korea a republic of chicken, but you should know who earned money and who lost their money," Hwang wrote on social media. "You should look into the reality of the republic of chicken through the logic of consumers and franchisees, instead of through the logic of franchisers."