"We haven't expanded outside of Asia before," says Lotteria USA CEO Jungwook Lee of the company's first venture in America. "The stores have gained great popularity by developing menus tailored to local eating habits and cultures. We dream of becoming the best global restaurant that captivates people's appetite worldwide."
"Other American franchises sell the kind of burgers you might expect. But not Lotteria. We offer burgers you've never imagined," Lee says.
"When we first opened Lotteria in Korea, we sold American-style hamburgers. But we took it a step further and gradually introduced burger menus reinterpreted to suit Korean tastes."
"There were impressed with the burgers. They hadn't tasted them before" Lee recalls from the National Restaurant Association Show where it showcased its bulgogi and bibimbap burgers.
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