First Entry into Asia
Store Opening Planned for First Half of Next Year
SPC Group plans to open a store of the American Mexican franchise "Chipotle Mexican Grill" (Chipotle) in Seoul in the first half of next year. Screenshot from the Chipotle website
SPC Group plans to open a store of the American Mexican franchise "Chipotle Mexican Grill" (Chipotle) in Seoul in the first half of next year. This will mark Chipotle's first entry into the Asian market, drawing attention to whether it will drive changes in the domestic dining industry landscape.
According to the food service industry on September 10, SPC Group is planning to bring Chipotle to Korea either through a licensing agreement with Chipotle headquarters or by establishing a joint venture. Given SPC's experience operating global brands such as Paris Baguette, Baskin Robbins, and Dunkin, industry insiders expect Chipotle to quickly establish itself in the Korean market.
Chipotle is a brand that began operations in the United States in 1993 and is a "fast casual dining" chain serving Tex-Mex cuisine. It mainly offers burritos, tacos, and bowls made with organic and gluten-free ingredients.
Like the sandwich franchise Subway, Chipotle allows customers to choose ingredients such as salads, meats, beans, and cheese, which are then wrapped in a burrito or served in a salad bowl, offering excellent value for money. It operates 3,300 stores in the United States alone and, despite serving Mexican food, has become deeply embedded in American daily life.
The brand achieved rapid growth by offering healthy food in a convenient way and ushered in the era of "fast casual" in the food service industry. In particular, Chipotle quickly responded to the growth of the delivery market during the pandemic, creating a second growth momentum.
If Chipotle opens in Seoul, it will be the brand’s first store in Asia. Currently, Chipotle operates more than 3,800 stores worldwide, including 20 in the United Kingdom, 6 in France, and 2 in Germany. If Chipotle opens in Seoul, it will be the brand’s first store in Asia.
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