Lotte GRS Introduces 'K-Burger' in the Burger Homeland, the United States

Lotte GRS announced on the 22nd that it participated for the first time in Korea in the world’s largest foodservice industry expo, the ‘NRA (National Restaurant Association Show),’ held in Chicago, USA, until the 23rd, together with the food tech robot startup ‘AnyAI,’ which developed a robot that grills hamburger patties.

Last weekend on the 21st (local time), at the world's largest foodservice exhibition, the 'NRA Show' held in Chicago, USA, Lotte GRS formed a tasting event operation team using the food tech robot device 'Alpha Grill' developed by Eniai, a food tech robot startup. They showcased Bulgogi burgers and Jeonju Bibim rice burgers to visitors.
[Photo by Lotte GRS]

During the NRA Show, Lotte GRS operated a tasting event using the food tech robot device ‘Alpha Grill’ developed by AnyAI, featuring Lotteria’s representative bestseller menu, the Bulgogi Burger, and the Jeonju Bibim Rice Burger, which was launched domestically in February this year. They introduced the excellence of the Lotteria brand and K-burger products to visitors and buyers.

Lotte GRS formed a tasting event operation team at this show, including CEO Cha Woo-chul and product planning staff under the brand strategy team, and held tasting events for about 6,400 visitors.

According to Lotte GRS, the cumulative number of visitors to the Lotteria tasting event and booth during the weekend from the 20th to the 21st after the show’s opening was approximately 2,000. Local visitors showed particularly favorable reactions to the Jeonju Bibim Rice Burger, Lotte GRS explained.

A Lotte GRS official said, “Through participating in this NRA Show, we not only observed the show but also introduced the Lotteria brand to global foodservice brands, industry professionals, and visitors. We expect a positive effect on overseas business expansion by providing an experience of Korean flavors through Lotteria’s signature menu in the United States, the birthplace of burgers.”

Meanwhile, the NRA Show is the world’s largest and most recognized foodservice industry expo, with over 50,000 registered global foodservice brand representatives participating, about 1,700 exhibitors, and more than 900 product categories on display.