Crowds Line Up for Hours at California's First Store
"Waited Three Hours"... Signs of Success in the Birthplace of the Burger
'Korean homegrown burger' brand Lotteria is receiving an enthusiastic response in the United States, the birthplace of the burger. Before its official opening, Lotteria held a pre-opening event, and despite the scorching weather, crowds flocked to the store, with people waiting in line for one to two hours just to enter. Amid the global popularity of Korean Wave content and K-food, there is growing interest in whether this entry into the US market will yield meaningful results on the global stage.
Crowds Gathered Even Before Opening... 'Open Run' Despite the Heat
Lotteria Los Angeles (LA) Fullerton Store No. 1 (left) and the waiting line in front of the store. US Lotteria website·TikTok
On August 11 (local time), Lotteria held a soft opening for its first US location in Fullerton, California. Although the official opening is scheduled for August 14, an 'open run' occurred from day one. Even in temperatures exceeding 30 degrees Celsius, people waited in line for one to two hours just to enter the store, and then waited an additional hour or more after ordering. Cars lined up in the parking lot, and staff members were seen taking orders directly from customers in their vehicles. The store also showed attention to detail by providing umbrellas for customers waiting in the heat.
On social media that day, numerous firsthand accounts were posted, such as "Waited in line for an hour to get in, then waited another hour for my food," and "Waited three hours and twenty minutes. They have bulgogi burgers, shrimp burgers, and even the new Bulsae Burger. If you order a set, you get seasoned fries." Some customers reported that even those who arrived at opening time had to wait an hour to receive their burgers.
Signature Menu and Competitive Pricing Receive High Marks
The signature items at Lotteria's first US store are the Bulgogi Burger and Shrimp Burger. Locally, a Bulgogi Burger set is priced at $12.77 (about 17,740 KRW). The set prices for the Shrimp Burger and Rice Burger are $13.27 and $15.77, respectively. Single burgers start at $6.49. While these prices are higher than in Korea, they are considered competitive compared to local brands such as Five Guys and Shake Shack. For example, a single burger at Five Guys costs about $8.09 to $13.67 (about 10,517 KRW to 17,770 KRW).
Differentiation Strategy Highlighting 'Korean Identity'
The store prominently emphasized its 'Korean identity.' The main entrance features a sign in Hangul reading 'Lotteria,' and inside, there is a picture of the Blue House. After the official opening, T-shirts with the 'Seoul' logo will also be sold. A Lotteria GRS representative explained, "Our goal is to showcase the appeal of Korean burgers in the US market," adding, "We aimed for differentiation not only in the menu, but also in the store's image and atmosphere."
Accelerating Global Expansion... Entering the 'Burger Battleground'
This entry into the US market is a key phase in Lotteria's global expansion strategy. With about 90% of its 1,300 domestic stores operated as franchises, the company sees limitations to further growth in the domestic market. Lotteria currently operates more than 320 overseas stores in countries including Vietnam, Myanmar, Laos, and Mongolia, and has secured the number one spot in the industry in Vietnam. Plans are also confirmed for expansion into Malaysia and Singapore following the US launch.
Fullerton, where the first US store is located, is known as a 'burger battleground.' In-N-Out and Chick-fil-A are within a one-minute walk, and a McDonald's is just a ten-minute drive away. The site also holds significance as it previously housed a KFC location. Experts note, "With both Korean Wave content and K-food drawing attention, if Lotteria can offer American consumers a 'new burger experience,' it has a strong chance of carving out a niche market."
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