Lotteria
A Lotte-associated fast-food restaurant brand known for burgers, fried chicken, seafood sandwiches and locally adapted menus across East Asia and selected overseas markets.
Last updated October 14, 2026
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Overview
Lotteria is a fast-food restaurant brand associated with the Lotte group and operating primarily in East Asia. The business was established in Tokyo in February 1972 by Shin Kyuk-ho, a Korean entrepreneur who had built the wider Lotte enterprise in Japan. Its first restaurants opened in Tokyo in September of the same year, and the brand expanded to South Korea in 1979 as part of Lotte's broader development of consumer businesses there. The name combines “Lotte” with “cafeteria.” The South Korean operation became the brand's most important market and helped define Lotteria's public identity. Rather than simply reproducing an American burger-chain format, it adapted its menu, store design and marketing to local tastes. Products associated with the Korean business have included burgers, shrimp sandwiches, fried chicken, chicken wings, chicken fingers, french fries, drinks and desserts, alongside items using Korean flavors and ingredients. The kimchi burger became a prominent example of this localization strategy, while shrimp burgers developed into another recognizable product category. This approach helped Lotteria present itself as a familiar domestic-style alternative to Western fast-food chains, even though its restaurant model drew heavily on international quick-service conventions. By 2001, the Korean chain was reported to hold about 45 percent of South Korea's fast-food market, compared with approximately 20.1 percent for McDonald's. The company pursued rapid outlet growth during the 2000s; reported growth rates were 10 percent in 2006 and 16 percent in 2007, and the Korean network reached roughly 920 locations by 2009. Its stores emphasized cleanliness, bright interiors and Western-style popular music, while later repositioning efforts sought to create a more café-like atmosphere and appeal to health-conscious and female customers. Lotteria has also operated or franchised restaurants in several other markets. It entered China in 1994, withdrew in 2003 after weak consumer response, and restarted operations in 2008 with a stronger focus on the Yanbian Korean Autonomous Region and selected northeastern Chinese cities. Vietnam became a market in 2004, with a menu including a locally distinctive rice-and-spaghetti offering. Indonesia opened its first outlet in 2011 but all Indonesian branches closed permanently in June 2020. Cambodia entered the network in 2014 and later ceased operations there in 2024. The brand also established a presence in Myanmar in 2013, Mongolia in 2018, Malaysia in 2025 and Singapore in 2026, while exploring expansion into the United States and opening its first reported U.S. store in California in 2025. The Japanese business followed a separate corporate trajectory. In 2005, Genichi Tamatsuka, formerly associated with Fast Retailing, became chairman and chief executive during a restructuring connected with Revamp Corp. In February 2023, the Japanese Lotteria business announced a sale of all its shares to Zensho Holdings, a major Japanese food-service group, effective April 1. Zensho subsequently developed the Zetteria concept, and the Japanese Lotteria company was reported to change its corporate name to Burger One in February 2026, with existing outlets scheduled to transition to Zetteria by March 2026. These developments distinguish the Japanese operation from the continuing Lotteria brand presence centered on South Korea and other international markets. The brand has pursued operational and environmental initiatives alongside expansion. In 2003 it worked with KT and Intel to provide restaurant Wi-Fi, and Japanese locations later supported mobile-user connectivity. It removed trans fats from its french fries, introduced lower-calorie products such as a rye-bread burger, and adopted drinking lids in South Korean company-operated stores in 2021 to reduce straw use. Its South Korean outlets have also participated in cup-deposit, waste-separation and reusable-container practices shaped by local re…
History
Lotteria originated in Japan in 1972, when Shin Kyuk-ho established the company in Tokyo. The first restaurants opened in September at Nihonbashi, Ueno and Yokohama. The brand's name joined the Lotte corporate identity with the idea of a cafeteria, reflecting its position within a wider consumer-business group rather than as an independent burger concept. The most consequential stage of its development began in South Korea. Lotte established the Korean business in 1979, during a period when the group was expanding into beverages, food manufacturing and restaurants. Lotteria adapted the standardized quick-service model to Korean consumer preferences, using locally resonant flavors and products while retaining the familiar format of burgers, fries, fried chicken, desserts and soft drinks. The kimchi burger and shrimp-burger products became especially associated with this localization strategy. The Korean operation grew into the group's leading fast-food chain. It was reported to have approximately 45 percent of the South Korean fast-food market in 2001, ahead of McDonald's at about 20.1 percent. Store expansion continued during the 2000s, with reported growth of 10 percent in 2006 and 16 percent in 2007. By 2009, the Korean network was said to contain approximately 920 restaurants. The company presented its outlets as clean, bright and modern, using Western popular music and interior design to convey an international fast-food experience while maintaining a distinctly Korean menu identity. International expansion produced mixed results. Lotteria entered China in 1994, but the initial business ended in 2003 after insufficient popularity. It returned in 2008 with a more targeted strategy centered on the Yanbian Korean Autonomous Region and selected cities including Beijing, Qingdao, Yantai and Shenyang. Vietnam joined the network in 2004 and developed a distinctive rice-and-spaghetti menu. Myanmar opened its first restaurant in Yangon in 2013, Cambodia followed in 2014, and Mongolia opened its first location in Ulaanbaatar in 2018. Indonesia entered in 2011 but closed all outlets in 2020; Cambodia later closed all locations in 2024. The Japanese business underwent a distinct restructuring in the mid-2000s. Genichi Tamatsuka, formerly president of Fast Retailing, became chairman and chief executive in 2005 in a process associated with Revamp Corp. In 2023, the Japanese company agreed to sell its shares to Zensho Holdings. Zensho subsequently launched Zetteria, a related concept that increasingly replaced the Lotteria name in Japan. The Japanese company was reported to adopt the name Burger One in February 2026, with its remaining Lotteria stores scheduled to transition to Zetteria by March of that year. Lotteria has continued to develop menus and operating practices in response to changing consumer expectations. It removed trans fats from its fries, introduced lower-calorie choices, and attempted to make some stores more café-like from 2008 onward. It also experimented with restaurant connectivity, partnering with KT and Intel on Wi-Fi in 2003. In South Korea, recycling and waste-management practices were influenced by government cup-deposit requirements and municipal sorting rules. The 2021 introduction of drinking lids at directly operated stores represented a further attempt to reduce disposable straw consumption.
- 2026
Reported Japanese transition to Burger One and Zetteria
[1]The Japanese company was reported to change its name to Burger One, with existing Lotteria branches scheduled to transition to Zetteria.
- 2025
Malaysia and United States expansion
[1]Reported new openings included a Malaysian outlet at The Curve and the first U.S. store in Fullerton, California.
- 2023
Japanese business sold to Zensho
[1]Lotteria Japan announced the sale of all shares to Zensho, effective April 1.
- 2021
Square Shrimp Double Burger becomes permanent
[1]The limited-time product was retained after receiving a positive customer response.
- 2020
Indonesia operations end
[1]All Indonesian outlets closed permanently on June 29.
- 2018
Mongolia launch
[1]The first Mongolian restaurant opened in Ulaanbaatar.
- 2014
Cambodia launch
[1]The first Cambodian restaurant opened at Aeon Mall, followed by a second location later that year.
- 2013
Myanmar launch
[1]Lotteria opened its first Myanmar restaurant at Junction Square in Yangon.
- 2011
Indonesia launch
[1]The first Indonesian outlet opened at Lotte Mart Kelapa Gading in North Jakarta.
- 2009
Korean network reaches approximately 920 outlets
[1]The South Korean operation was reported to have around 920 locations.
Products and positioning
A mass-market quick-service restaurant brand that combines Lotte's regional presence with localized menus, especially Korean-style adaptations of burgers and fried-food products.
Burgers · 1972
Burgers
The core Lotteria range consists of quick-service hamburgers offered with beef, chicken, seafood and market-specific fillings. The brand uses localized flavors and limited-time formulations to distinguish its burgers from global competitors. In South Korea, the menu has included Korean-inspired products such as the kimchi burger, reinforcing the chain's image as a locally adapted alternative within the international burger category.
Seafood burgers
Shrimp burgers
Shrimp sandwiches are among Lotteria's most recognizable product families. They form an important part of the Korean menu and have supported repeated product variations, including the Square Shrimp Double Burger. The range illustrates the brand's practice of building major menu lines around seafood and regional preferences rather than relying exclusively on conventional beef hamburgers.
Localized burger
Kimchi burger
The kimchi burger is a Korean-market product that combines the quick-service burger format with a flavor strongly associated with Korean cuisine. It became a frequently cited example of Lotteria's localization strategy and helped the Korean business appear culturally familiar to consumers while competing in a category shaped by Western restaurant formats.
Chicken · 1972
Fried chicken and chicken products
Lotteria restaurants offer fried chicken, wings and chicken fingers alongside burgers. These products broaden the chain's appeal and allow it to compete in markets where fried chicken is an important quick-service category. Exact recipes and product combinations vary by country.
Localized meals · 2004
Rice and spaghetti menu
The Vietnamese operation has offered a market-specific menu described as “rice and spaghetti.” These dishes demonstrate Lotteria's willingness to adjust its menu beyond the standard burger-and-fries formula and to accommodate local meal patterns in overseas markets.
Ice cream · 1998
Natuur
Natuur is an ice-cream franchise operated by Lotteria in South Korea. It was introduced to the Korean market by Lotte in 1998 and represents a related dessert business rather than a conventional Lotteria burger product.
Marketing campaigns
- 2021Square Shrimp Double Burger limited-time promotion
South Korea
The Square Shrimp Double Burger was introduced for a limited one-month period and later retained after favorable customer feedback.
Outcome. The product became a regular menu item.
- 2008Café-style and health-conscious store repositioning
South Korea · Japan
Lotteria began efforts to change the atmosphere and image of its stores toward a café-like setting, with particular attention to health-conscious consumers and women.
Outcome. The initiative formed part of a broader repositioning away from a purely conventional fast-food image.
Brand decisions
2026
Rebrand the Japanese company and transition storesStrategyBackground
Following Zensho's acquisition of the Japanese business and the launch of Zetteria, the Japanese operation was reorganized under a new corporate identity.
Action taken
The company was reported to change its name to Burger One, while existing Lotteria branches were scheduled to transition to Zetteria by March 2026.
Aftermath
The transition was reported as bringing the Lotteria name's Japanese restaurant history to an end while leaving the brand active in South Korea and other markets.
2023
Sell Lotteria Japan to ZenshoM&ABackground
The Japanese business underwent a change in ownership within the food-service sector.
Action taken
Lotteria Japan announced the sale of all its shares to Zensho, effective April 1, 2023.
Aftermath
Zensho developed the Zetteria concept and later planned to transition Japanese Lotteria branches to that brand.
2021
Make the Square Shrimp Double Burger a permanent productProduct launchBackground
A limited release generated a favorable response in South Korea.
Action taken
Lotteria converted the product from a one-month offering into a regular menu item.
Aftermath
The decision strengthened the shrimp-burger line as a continuing part of the Korean menu.
2021
Introduce drinking lidsStrategyBackground
The company sought to reduce the use of disposable plastic straws at its South Korean directly operated stores.
Action taken
Lotteria announced the introduction of drinking lids as an alternative to straws.
Aftermath
The initiative became part of the brand's waste-reduction and packaging efforts.
2008
Pursue healthier and more café-like positioningStrategyBackground
Changing health attitudes and competition from chains seeking more premium or lifestyle-oriented images created pressure to refresh the brand.
Action taken
Lotteria removed trans fats from its fries, introduced lower-calorie choices such as a rye-bread burger, and began adapting store atmospheres.
Aftermath
The brand continued to combine conventional fast food with health-oriented and café-style initiatives.
2003
Add in-store Wi-FiStrategyBackground
Lotteria sought to make restaurants more attractive as connected consumer spaces.
Action taken
It partnered with KT and Intel to provide Wi-Fi access in restaurants.
Aftermath
Connectivity services were subsequently also available to selected mobile users at Japanese restaurants.
Sources1 sources
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