Fast-food chain Lotteria makes its entrance in California, causing a commotion with the introduction of their K-burgers.
Lotteria Makes a Splash in Fullerton with Korean-Style Burgers
Lotteria, a popular Korean burger chain, has made its debut in the United States with its first store opening in Fullerton, California. The grand opening in August 2025 was met with high enthusiasm and long lines, reflecting a strong initial reception, particularly within the local Korean community and broader Asian-American demographic.
The store, nestled in a large shopping center alongside outlets such as Walmart and Costco, boasts touches of Korean culture, including a sign with the word "Lotteria" in Korean and a painting of the former presidential office, Cheong Wa Dae. The interior design, coupled with the unique Korean-style burger offerings, has generated positive social media buzz and anticipation.
Visitors queued for up to two hours before the event, with some waiting 30 minutes for their food. Despite the sweltering heat, the pre-opening event drew large crowds. Comfort measures such as umbrellas and water were provided for waiting patrons.
The menu at the Fullerton store blends Korean ingredients with local tastes, offering a range of combo options. The signature items include the Bulgogi (Korean-style marinated beef) Deluxe Burger, priced at $6.49 for a single burger, and the Bulgogi and Shrimp Burger, priced at $15.77 for a combo. Other combo options include the Bibim Rice Burger for $12.77.
Lotteria's US offerings are priced higher than in Korea but are viewed as competitive compared to American burger chains like Five Guys and Shake Shack. Korean users on TikTok expressed interest in the Bulgogi Deluxe Burger, stating they would pay extra for similar burgers in Korea.
The popularity and reception of Lotteria relative to established American burger chains like Five Guys and Shake Shack are yet to be determined. While Lotteria has generated local interest and a strong turnout, chains like Five Guys and Shake Shack are more widespread and deeply entrenched in the American fast-casual burger market.
Lotteria's parent company, Lotte Group's food franchise arm Lotte GRS, established its US subsidiary in California in the first half of last year. Following the US launch, Lotteria plans to enter Malaysia and Singapore.
Videos on social media show vehicles lining up to enter the store's parking lot, with staff taking orders from drivers. As Lotteria settles into the US market, it remains to be seen if it can match the mass-market popularity and national reach of Five Guys and Shake Shack over time.
- The unique blend of Korean ingredients and local tastes in Lotteria's menu, along with its competitive pricing compared to American burger chains, promises an interesting shift in the finance sector, potentially attracting investors and altering the fast-casual burger business landscape.
- As Lotteria expands its presence in the US, venturing into Malaysia and Singapore next, one can anticipate a change in the food-and-drink lifestyle of Asian communities, possibly influencing the lifestyle habits and preferences of their customers, thereby impacting the business operations of regional food chains.
