Lotteria opened its first non-Asian location at 150 W. Orangethorpe Ave. in Fullerton. Its soft launch began on Monday, Aug. 11, while it officially opened on Thursday, Aug. 14.

This is the chain’s latest expansion after previously establishing in South Korea, Vietnam, Myanmar, Laos and Mongolia, with plans to open in Malaysia and Singapore in the future.

Lotteria’s soft launch was quieter and more limited as they operated for shorter times. This was different from the largely advertised grand opening and the days after it, as they usually operate from of 10 a.m.-10 p.m. without intermittent breaks. 

Compared to the other international Lotteria menus which have been established for a longer time, the Fullerton location’s menu is smaller, yet each item involves an aspect of Korean cuisine. For example, the Cup Bingsu ($4.99) contains shaved ice topped with red beans, fruits and  yakgwa, a traditional Korean cookie made with honey.

The Bulgogi Burger, Shrimp Burger and Bibim Rice Burger are iconic items at Lotteria, a fast-food chain founded by a Korean entrepreneur in Japan. The restaurant introduces its customers to Korean culture by adding an ethnic twist to the typical American burger and fries.

The Lotteria menus in Korea also have slightly lower prices than the one in Fullerton. The bulgogi burger in Korea can be purchased for 6,600 won, $4.75 in U.S. dollars, while it is sold for $6.49 locally.

During a Thursday, Aug. 14 visit to Lotteria on its grand opening, two Shrimp Burgers ($13.98), one Bibim Rice Burger ($9.49), an onion-flavored Shake It Chicken ($3.79) and a Bulgogi Burger Combo ($12.77) were ordered. The meal consisted of the Bulgogi Burger, a drink and Shake It Fries, with the option of an onion or cheese flavor.

The Shrimp Burger had a tender, chewy patty with a mayonnaise-like, tangy sauce that brought all the flavors together. 

The Bibim Rice Burger contained the ingredients and essence of bibimbap, a popular Korean dish that involves mixing seasoned vegetables, meat and often a fried egg with rice and gochujang, a spicy, red chili paste. The slight spiciness of the gochujang-esque sauce contrasted with the freshness of the lettuce, adding to the mix of crunchy and chewy textures.

The Bulgogi Burger’s sweet sauce reflected a less savory version of the actual dish, made of thinly sliced beef marinated with soy sauce, sugar and other marinades. It possessed a meaty taste, and the sauce was not too strong to the point of overpowering the onion’s slight sourness.

Customers can opt to sprinkle cheese into the bag of fries and shake until it becomes fully covered in powder. Though the fries felt slightly stale because of their stiff quality, the seasoning was well balanced, creating a savory and addictive taste. The Shake It Chicken had the option to be paired with an onion or cheese powder but unfortunately, the new chain  forgot to pack the flavoring, resulting in a plain taste. When going inside the novel fast-food joint, the workers at the counter said a welcoming “hello” in Korean with a smile on their faces. 

The lights and large windows brightened up every part of the building, while the decor was simple yet aesthetically pleasing through its consistent color scheme, much like In-N-Out with red stripes accompanying its main color; however, instead of just red and white, the Korean restaurant incorporates yellow as well. The walls at the ordering and pickup counter are a vivid red as well as the side of the counter being a bright yellow, making it stand out as the center of the restaurant in spite of Lotteria’s beige floors, tables, chairs and most of the other walls.

Additionally, the joint reinforced its Korean theme through the music played at the location: K-pop and  Korean R&B. 

A glass case near the entrance contains Lotteria’s simplified timeline and motto with three images portraying its founding date, building and global map. Through its logo, Lotteria writes how it aims to maintain its “Quality, Cleanliness, Service, Time and Hygiene” while impressing customers through its delicious food. 

Also, a white shirt lies inside the glass with a red design of a french fries building and description of “Share the happiness. Only, Lotteria.” Though it is not available for purchase for now, the Lotteria shirt was free merchandise for the first two days of its opening. On the day of the grand debut, customers could pick up free Lotteria-themed sticker sheets at the counter. Servers also handed out a complementary Lotteria burger keychain with purchase which was not of a cheap quality and served as a simple yet memorable souvenir. The sticker pages and keychains are still given out after the grand opening, though customers may need to request for it.

While visiting on Thursday, Aug. 14, people in line wrapped around the entire Lotteria building on the drive-thru track under white canopies. Workers also occasionally came out to hand out small plastic water bottles. Around 7 p.m. after waiting for over two hours, people began lining up beside the sidewalk, despite the fact that Lotteria workers consistently managed how many people were allowed inside.

When comparing Lotteria to McDonald’s and In-N-Out, long-standing fast-food chains established in the 1940s, they share similar aspects in bright-colored dining decor and cheaper prices. The main difference is the focus on culture which was brought from South Korea to the West, where American-style fast food is dominant by far.

Though Lotteria’s food is tasty and provides a wide range of flavors and textures, it came off as overrated by the fact that it is coming from one of the most popular burger chains in Asia. Lotteria was not worth the long, two-hour wait, but on other days that are less busy, it could easily become a place customers would want to visit every day.

Those eager to try Korean cuisine in a unique, fast-food style should visit the restaurant to enjoy its affordable prices and savory meals.