"Suddenly Gone from the Neighborhood": Lotteria Disappears into History After 54 Years

Lotteria Japan to Close All Stores by March
Zensho Holdings to Integrate Brands Under "Zetteria"
A New Start as a Cafe-Style Burger Chain
A New Experiment in Japan's Food Service Industry

The Japanese burger chain Lotteria will disappear after 54 years of history. Zensho Holdings, a major Japanese food service company, announced that it will sequentially close all Lotteria stores in Japan by March and convert them into a new brand, Zetteria.

On January 21, the Nihon Keizai Shimbun (Nikkei) reported that the Lotteria brand, which has been present in Japan for 54 years since opening its first store in Nihonbashi Takashimaya, Tokyo, in 1972, will vanish into history, with Zetteria set to take its place.

A Lotteria store in Japan. Google Earth.

After acquiring Lotteria Japan in 2023, Zensho Holdings opened the first Zetteria store in Tokyo in September of the same year and has been gradually converting existing stores. As of the end of December 2025, there were 106 Lotteria stores and 172 Zetteria stores in Japan, totaling 278 locations, making the chain the fourth largest in the industry after McDonald's (3,025 stores), Mos Burger (1,309 stores), and Burger King (337 stores). The number of Lotteria stores in Japan has recently declined sharply. The number of stores dropped from 358 in January 2023 to 222 as of June 2025, a decrease of nearly 40% in two and a half years. This is not simply due to closures, but rather the result of Zensho Holdings' strategy to repurpose existing stores and shift business formats.

Zetteria is a brand name combining 'ZE' from 'Zeppin' (絶品, ZEPPIN) burger and 'TERIA' from 'cafeteria,' aiming to be a midpoint between fast food and a cafe. The company is rapidly increasing the number of stores by reusing existing Lotteria locations while changing the signage and concept. Industry insiders expect that by spring 2026, the number of Zetteria stores will surpass that of Lotteria.

Lotteria is a brand name combining 'ZE' from 'Zeppin' (絶品, ZEPPIN) burger and 'TERIA' from 'cafeteria,' aiming to be a midpoint between fast food and a caf?. Nihon Keizai

Through this brand integration, Zensho aims to reduce costs by jointly purchasing raw materials and unifying logistics, as well as improving store operation efficiency. Until now, Lotteria and Zetteria have used the same product names, such as the Zeppin Cheeseburger, but have operated with different procurement, manufacturing, and logistics systems, resulting in different ingredients for buns, patties, and sauces.

The Japanese weekly magazine Shukan Bunshun described Zetteria stores as "spaces that do not feel like fast food restaurants." With spacious layouts, wide seating arrangements, calm lighting, and interior design, the stores create an atmosphere closer to a cafe. Some locations even offer charging stations for laptop work. Many stores have also introduced table tablet ordering instead of counter service.

The menu has also been differentiated. While basic hamburgers start at 250 yen, the signature Zeppin Beef Burger starts at 540 yen, making it somewhat more expensive than the previous Lotteria offerings. The brand is also strengthening its premium strategy with limited-time menus featuring roast beef and similar items. Fair trade coffee is being promoted, and the range of cafe-style desserts, such as macarons and shakes, has been expanded.

ZETTERIA Arikoberu Ageo Branch. TABELOG

Meanwhile, as Lotteria stores continue to close across Japan, some consumers have expressed regret. On social media, comments such as "The neighborhood Lotteria disappeared before I knew it," and "Give us back our Lotteria," are being posted. Due to the similarity of the names, there is also confusion, with some asking, "Isn't Zetteria just a copy of Lotteria?" and "I can't tell the difference."

Industry officials view the emergence of Zetteria as a symbol of broader changes in Japan's fast food sector. They say it is an attempt to evolve from a space that simply provides quick and cheap food to one where customers can linger. One official commented, "As competition in the dining-out market intensifies, differentiation in fast food is essential. Zetteria is an experimental brand aiming for a new position as both a fast food restaurant and a cafe."