Lotteria Officially Opens First U.S. Store in California

Three-Day Soft Opening from August 11 to 13
Gradual Store Expansion Planned After Brand Stabilization

Lotte GRS announced on August 18 that its burger franchise, Lotteria, held the grand opening ceremony for its first U.S. store, Lotteria Fullerton, in Fullerton City, Orange County, California.

The Fullerton location, the first Lotteria store in the United States, was established after approximately two years of preparation following the founding of Lotte GRS USA in October 2023. The store spans about 65 pyeong (approximately 2,300 square feet) and features a drive-thru format, operating under the slogan "The Original K-Burger" to express its ambition for success in the U.S. market. The first U.S. Lotteria store is located in a shopping district within Fullerton City, an area characterized by a concentration of global restaurant brands, proximity to department stores and supermarkets, and a growing Korean population in Orange County. Lotteria Fullerton offers a total of five burger menu items, including its signature Ria Bulgogi, Shrimp, and Bibim Rice Burger, along with six side menu options.

Photo of the first customer entering after the opening of the first Lotteria store in the United States. Lotteria GRS

Prior to the official opening, Lotte GRS conducted a soft opening from August 11 to 13, operating for four hours each day to gauge customer reactions. During this period, long lines formed before opening hours, with an average of 500 visitors per day, generating significant buzz in local online communities.

At the official grand opening on August 14, attendees included Lotte GRS CEO Chae Woochul, Outside Director Chairman Shin Dongkwon, Fullerton City Mayor Fred Jung, and Deputy Consul General Cho Seongho from the Consulate General of the Republic of Korea in Los Angeles. A tasting event featuring local Lotteria menu items was also held. Even before the opening ceremony, customers began lining up as early as 5 a.m., forming a queue that wrapped around the store. An event was also held to distribute merchandise and other goods to the first customers on a first-come, first-served basis.

Chae Woochul, CEO of Lotte GRS, stated, "Today is a very meaningful day as we announce Lotteria's entry into the United States both domestically and internationally. We plan to showcase Lotteria's unique flavors and values in the American burger market, which is considered the soul food of the U.S., going beyond the Asian market."

Meanwhile, Lotte GRS currently operates over 320 Lotteria stores across four Southeast Asian countries-Vietnam, Myanmar, Laos, and Mongolia. Following the signing of a partnership agreement in Malaysia on August 5 and the opening of its first directly operated U.S. store, the company plans to continue expanding its global business.