“[Seoul Economic Daily]
The first U.S. location of the Korean burger franchise Lotteria has opened with great excitement, causing an opening rush.
According to the distribution industry on the 12th, Lotteria held a soft opening for its first U.S. location in Fullerton, California, on the 11th (local time). Fullerton is a region with a high proportion of Korean and Asian residents. The location will have a trial run for three days before its grand opening on the 14th.
On social media, images were shared of people waiting in long lines under the hot sun to enjoy Lotteria products. Customers in the videos were seen holding black umbrellas to shield themselves from the sun, and Lotteria employees reportedly offered free water and umbrellas to waiting customers. One customer mentioned, “Even though I arrived at the opening time, I had to wait 30 minutes to get a burger.”
The main menu items at the first U.S. Lotteria include the Bulgogi Burger and Shrimp Burger. Local pricing for the Bulgogi Burger set is approximately $12.77 (about 17,740 KRW). The set prices for the Shrimp Burger and Rice Burger are $13.27 and $15.77, respectively. Individual burgers start at $6.49. While the prices are higher than in Korea, they are considered competitive compared to local chains like Five Guys and Shake Shack. For instance, the individual burger price at Five Guys ranges from about $8.09 to $13.67 (approximately 10,517 KRW to 17,770 KRW).
The store interior features Korean elements. The entrance displays ‘Lotteria’ in Hangul, and a picture of the Blue House is hung inside. After the official opening, T-shirts with ‘SEOUL’ printed on the chest will also be available for sale. Starting with this first store, Lotteria plans to expand across the United States. In addition to its first U.S. store, Lotteria currently operates around 320 locations in four countries: Vietnam, Myanmar, Laos, and Mongolia.”