In August 2025, iconic Korean fast-food chain Lotteeria officially made its U.S. debut — right in the heart of Fullerton, California. From bulgogi burgers to shrimp burgers, and lines stretching for over 3 hours during the grand opening, this first location is drawing attention from both locals and the Korean community. Here’s the full story of how K-Burgers landed in America’s competitive burger market.
1. First U.S. Lotteeria — Grand Opening Details
- Grand Opening: August 14, 2025
- Location: Fullerton, California, near Los Angeles
- Why Fullerton? A high-density Korean and Asian community, within a prime retail area, and in direct competition with local burger favorites like In-N-Out.
- The site was formerly a KFC location — a proven spot with steady fast-food demand.
2. Opening Atmosphere & Local Response
- Soft opening (Aug 11–13) drew over 500 visitors per day despite operating only 4 hours daily.
- On grand opening day, customers queued for up to 3 hours 20 minutes.
- Lotteeria staff offered umbrellas and bottled water to waiting guests — a touch of Korean-style hospitality appreciated by locals.
- Drive-thru quickly became popular, with car lines wrapping around the building.
“From the moment doors opened, the energy felt like a K-Pop concert mixed with burger hype.”
3. Signature Menu & Pricing
- Best-sellers: Bulgogi Burger, Shrimp Burger, Rice Burgers (bibimbap-inspired), Bulgogi Deluxe
- Special K-BBQ rice bowls and Korean-inspired fusion sides designed for U.S. palates
- Pricing example: Bulgogi Burger Set — $12.77
- Patties are thicker and toppings more generous compared to Korean branches, appealing to local tastes.
4. Competing in the U.S. Burger Market
- Going head-to-head with established brands within walking distance, like In-N-Out and McDonald’s
- Leveraging the global K-Food wave fueled by K-Dramas and K-Pop
- Distinctly Korean flavors — slightly sweeter bulgogi sauce, spicier sauces, shrimp patties — differentiating from typical American burgers
5. Early Impact & Growth Plans
- Opening week exceeded projections in foot traffic and sales volume
- Strong buzz on social media, with Korean-American influencers showcasing "first bites"
- Corporate plans include expanding to other Korean population hubs in the U.S., then branching to mainstream neighborhoods
6. Quick Q&A on Lotteeria U.S.
- Q1: When did the first U.S. Lotteeria open?
August 14, 2025, in Fullerton, California. - Q2: What’s the most popular menu item so far?
The Bulgogi Burger — praised for balancing savory, sweet, and smoky. - Q3: How are prices compared to other U.S. burgers?
In the premium fast-food range, competitive with Shake Shack and Five Guys. - Q4: Is the menu the same as in Korea?
Core items remain, but patties are larger and flavor profiles are slightly adapted for the U.S. market. - Q5: Are more locations planned?
Yes, expansion is already being considered for areas like Los Angeles Koreatown and New York City.
The arrival of Lotteeria’s first U.S. store is more than just another burger chain opening — it’s a cultural crossover, offering a taste of Korea’s fast-food heritage in America’s burger heartland. If you’re in Southern California, it’s worth the wait in line to experience this K-Burger phenomenon.
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