SEOUL—Lotteria, a popular South Korean burger chain operated by Lotte GRS, has officially entered the United States market, opening its first store in Fullerton, California, on August 14 (local time). The move marks a significant step for the company, as it brings its unique "K-burgers" to the home of the hamburger.

Before its grand opening, the Fullerton store held a three-day soft launch from August 11 to 13, which drew an enthusiastic response from the public. The store reported an average of 500 visitors per day, with long lines forming as customers eagerly waited to try the new offerings. At the opening ceremony, Cha Woo-chul, CEO of Lotte GRS, expressed his confidence in the company’s new venture. "Today is a momentous day for Lotteria, as we announce our entry into the U.S. market," he said. "We plan to showcase the unique flavors and value of Lotteria within the very soul food of America."

Lotte GRS spent nearly two years preparing for its U.S. debut, establishing its American subsidiary in October 2023. Fullerton, a city in Orange County with a large Korean and Asian population, was chosen as the ideal location for the first store. The new Lotteria branch is a 20-square-meter drive-thru, with a sign proudly featuring the brand name in both English and Korean to highlight its "Original K-Burger" identity.

The Fullerton menu includes some of Lotteria’s most beloved items from Korea, such as the Bulgogi Burger and Shrimp Burger, alongside other unique creations like the Bibim-rice Burger, Bulgogi Deluxe Burger, and Bulgogi & Shrimp Burger. The store also offers the K-BBQ Rice Bowl. Set menu prices for the Bulgogi Burger and Shrimp Burger are set at $12.77 and $13.27, respectively.

This U.S. expansion is part of Lotteria's broader global growth strategy. The company already operates around 320 stores in four Southeast Asian countries: Vietnam, Myanmar, Laos, and Mongolia. Just this month, Lotteria signed a new partnership agreement with a local company in Malaysia to further strengthen its presence in the region. The launch in the U.S. is expected to serve as a crucial platform for Lotteria to elevate its global competitiveness and introduce its distinctive Korean-inspired flavors to a wider audience.

[ⓒ Global Economic Times. 무단전재-재배포 금지]