'Korean homegrown burger' brand Lotteria is receiving an enthusiastic response in the United States, the birthplace of the hamburger. Even before its official opening, the company held a 'soft opening' event, which drew massive crowds. Despite the sweltering weather, people had to wait in line for one to two hours just to enter the store. With the global popularity of Korean Wave content and the K-food trend, there is growing interest in whether this U.S. expansion will achieve meaningful results in the global market.

On August 11 (local time), Lotteria held a soft opening for its first U.S. location in Fullerton, California. The official opening is scheduled for August 14, but from the very first day, customers lined up outside the store. Despite temperatures exceeding 30 degrees Celsius, people waited in line for one to two hours to enter, and then had to wait more than an hour after ordering to receive their food. Cars lined up in the parking lot, and staff members were seen taking orders directly from vehicles. The store also demonstrated attention to detail by providing umbrellas to customers waiting in the heat.

On social media that day, numerous firsthand accounts were posted, including, "I waited in line for an hour to get in, then waited another hour for my food," and "I waited for 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, too." Some customers reported that even those who arrived at opening time still had to wait an hour to get their burgers.

Lotteria USA Menu. Lotteria USA Official Website

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Five Guys Yongsan Store. Provided by FG Korea

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The signature menu items at Lotteria’s first U.S. store are the Bulgogi Burger and Shrimp Burger. The local price for a Bulgogi Burger set is $12.77 (approximately 17,740 KRW). The set prices for the Shrimp Burger and Rice Burger are $13.27 and $15.77, respectively. Individual burgers start at $6.49. While these prices are higher than in Korea, they are considered competitive compared to local burger brands such as Five Guys and Shake Shack. For reference, a single burger at Five Guys costs about $8.09 to $13.67 (approximately 10,517 to 17,770 KRW).

A T-shirt with "Seoul" written on the chest is hanging inside the store. TikTok

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The store prominently features 'Korean identity.' The main entrance displays a sign in Hangul reading 'Lotteria,' and inside, there is a painting of Cheong Wa Dae. After the official opening, T-shirts with the 'Seoul' logo will also be available for purchase. According to Lotteria GRS, "Our goal is to showcase the appeal of Korean burgers in the U.S. market," adding, "We aimed to differentiate not only through the menu but also through the store’s image and atmosphere."

This entry into the U.S. is a key phase in Lotteria’s global expansion strategy. With 90% of its approximately 1,300 domestic stores being franchises, the company sees limits to domestic growth. Lotteria currently operates more than 320 overseas locations in Vietnam, Myanmar, Laos, and Mongolia, and has secured the top spot in the industry in Vietnam. The company has also confirmed plans to expand into Malaysia and Singapore following its U.S. launch.

Lotteria store. Photo by Yonhap News

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Fullerton, where the first store is located, is considered a 'burger battleground.' In-N-Out and Chick-fil-A are just a one-minute walk away, and a McDonald’s is within a ten-minute drive. The fact that the store is located at a site previously occupied by a KFC also adds significance. Experts say, "With both Korean Wave content and K-food gaining attention, if Lotteria can offer U.S. consumers a 'new burger experience,' there is a strong possibility it could carve out a niche in the market."