Lotteria

This article is about the fast food chain Lotteria. For the horse racing event, see Gran Premio Lotteria. For the Latino game, see Lotería (board game).

Lotteria

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Type	subsidiary of LOTTE
Industry	fast food
Founded	Feb.2nd,1972
Founder(s)	Shin Kyuk-Ho
Headquarters	Tokyo, Japan; Seoul, South Korea
Products	fast food
Website	http://www.lotteria.com

Lotteria in Fukuoka, Japan

Lotteria is a global chain of fast-food restaurants in East Asia. It takes its name from its parent company, Lotte. Lotteria opened its first shop in Nihonbashi, Tokyo, Japan in September 1972.

History

The company was founded on February 1972 in Tokyo, Japan by Shin Jun Ho, a Korean entrepreneur. In 1979 the brand was established in Seoul, South Korea. Lotteria later spread throughout East Asia adding locations in China, Myanmar, Taiwan, and Vietnam.

Business

Japan

The first Lotteria outlets opened in Nihonbashi, Ueno, and Yokohama in September 1972.

Lotteria's most popular menu items in Japan are hamburgers, cheese burgers, and teriyaki burgers. Their Shrimp burger is also popular^{[citation needed]} and was created by Lotteria in 1977.

Genichi Tamatsuka, former president of the Fast Retailing Co. (which operates the Uniqlo brand), was appointed as its chairman and CEO during a restructure of management in 2005. The appointment was an outgrowth of a previous contract with Revamp Corp, a business revitalization company.

Taiwan

Lotteria has three restaurants in Taiwan, the first of which opened in Taipei in 1986.

South Korea

Lotteria in Changnyeong, South Korea

Lotteria South Korea was founded in 1979, as part of an expansion of the Lotte Group which also included; Lotte Chilsung Beverages, Lotte Samkang, and Lotte Ham & Milk. Lotteria became the number one fast food restaurant in South Korea. The company achieved a 45% market share in 2001 (compared to 20.1 percent for McDonald's). Lotteria's success was achieved in part by introducing lines of Koreanized fast food including its now signature kimchi burger, leading to it being seen by most as a Korean version of most Western-style fast food restaurants. The company tries to imitate the western idea of fast food through; "cleanness, the bright interior, the Western pop music as an audio background," with this they are trying to create "the impression of a 'small piece of America in the middle of Korea'". Their business strategy resulted in growth rates of 10 percent in 2006 and 16 percent in 2007; by 2009, Lotteria had 920 outlets across the country.

Business strategies

In 2003 Lotteria partnered with KT and Intel to provide Wifi access in its restaurants. to help attract more customers.

Lotteria has followed the global fast food trend of shifting towards health-conscious foods and rebranding its image. In the face of the well being trend, it eliminated trans fats from its French fries. It also introduced healthier menu items, such as a rye bread burger that contains only 350 calories. From 2008, perhaps as a response to McDonald's strategy to become more upmarket, Lotteria began a campaign to change "the image of our stores to create a mood similar to a cafe, geared toward the health-conscious as well as female customers"

In March 2009, Lotteria took full control of the South Korean branch of TGIFridays. It had previously invested 10 billion won in the chain in 2002. Lotteria also runs Natuur, one of South Korea's major ice cream franchises. Natuur was introduced to South Korea by Lotte in 1998.

• Lunch Time

In South Korea, there is a special lunchtime menu which is geared towards less expensive and often reduced items. The timing of the lunch menu differs from store to store but falls within the hours of 11 a.m. and 2 p.m. due to the locations of some stores being in more affluent and popular areas the prices often fluctuate from location to location. There are a few stores which carry weekend lunches but these are relatively rare.

Menu

In South Korea Lotteria's menu includes typical fast food items such as burgers, fried chicken, chicken wings, and chicken fingers. They also often serve baked potatoes, yogurt, salads, cheese sticks, squid rings, and a popular shaved iced dessert called pat bing soo (팥빙수). One of the restaurants most popular burgers is the 'Bulgogi Burger' made with bulgogi sauce as the relish.

The menu in Vietnam, also includes burgers, fried chicken, chicken wings and chicken fingers but side items like baked potatoes, squid rings, and pat bing soo are not available. They do have an ice cream based desert (not unlike a McFlurry) called a Tornado; It comes in five flavors, chocolate, cookie, peanut, sprinkles or green tea.

Recycling in South Korea

Waste is separated by category.

fFom 2003 the South Korean government required a 50 to 100 Won deposit to be levied against all disposable cups sold in restaurants to ensure that they were returned to a recycling venue. As such, products (such as drinks and ice cream) to be consumed in the store are served in reusable plastic containers; or if a customer purchases their product in a disposable cup and pays the deposit, they can have their deposit refunded if they return the empty cup to the counter staff. The recycling law yielded recycling rates for cups of 14 percent in 2003, 22 percent in 2004, and 25 percent in 2005. This law has since been repealed.

The Seoul city government requires mandatory garbage sorting with food, recyclables, and general trash to be sorted. So rather than a single garbage bin, a number of specialized receptacles exist (liquids, paper, uneaten food, plastic, and general waste) at all Lotteria restaurants.

In addition to the above mandatory requirements, Lotteria also charges a fee of 50 to 100 Won on bags as is the norm for most western-style stores and other shopping venues in South Korea.

See also

• Lotte

External links

• Lotteria in Japan Japanese, official-website
• Lotteria in Taiwan Chinese,official-website
• Lotteria in Vietnam Vietnamese, official-website
• Lotteria in South Korea Korean, official-website