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U.S. Chain Chipotle Opens in Gangnam, Its First Asian Location
🇰🇷 South Korea /Economy & Trade

U.S. Chain Chipotle Opens in Gangnam, Its First Asian Location

From Dong-A Ilbo · () Korean

Translated from Korean and summarized by DistantNews. Read the original for the full story.

At a glance

News Named sources New plan
  • Sangmidang Holdings opened Chipotle’s first South Korean and Asian location in Seoul’s Gangnam district.
  • The restaurant follows Chipotle’s U.S. menu, preparation and ordering methods, with ingredients prepared in-store each morning.
  • The joint venture plans to open two more Korean locations this year and a first Singapore location in the first half of next year.

Chipotle has arrived in Seoul’s Gangnam district as the Mexican fast-casual chain’s first restaurant in Asia. Sangmidang Holdings opened the South Korean flagship through a joint venture with Chipotle, positioning the country as the starting point for a wider Asian expansion.

We will faithfully implement the brand philosophy that Chipotle has pursued, provide an experience that meets the expectations of Korean customers, and create a new standard in the restaurant market.

— Heo Hee-sooThe Sangmidang Holdings executive vice president spoke before Chipotle’s Gangnam opening.

The company says it chose to preserve Chipotle’s original identity rather than heavily localize the brand for Korean customers. The Gangnam restaurant uses the same menu structure, cooking methods and ordering process as its U.S. locations. It also avoids synthetic flavors, artificial colors and preservatives, while staff prepare ingredients in the restaurant each morning.

Sangmidang Holdings executive vice president Heo Hee-soo said the operation began only after the company built a supply chain capable of consistently providing ingredients that meet Chipotle’s standards. “There is no compromise at Chipotle that says, ‘This is good enough,’” Heo said. The group also aims to make customized meals part of everyday dining, allowing customers to choose and combine ingredients rather than select from fixed menus.

There is no compromise at Chipotle that says, ‘This is good enough.’

— Heo Hee-sooHeo described the ingredient standards behind the Korean supply chain.

Chipotle began in Colorado in 1993 and had more than 4,200 restaurants worldwide as of the end of June. Chief Executive Scott Boatwright said South Korea’s influence on culture made it a useful market for setting the company’s approach to growth across Asia.

South Korea is leading culture not only in Asia but around the world.

— Scott BoatwrightThe Chipotle CEO explained why South Korea would help guide the chain’s Asian expansion.

Chipotle formed S&C Restaurant Holdings with Big Bite Company, a Sangmidang affiliate that has operated Shake Shack’s South Korean business since 2016. The venture plans to open its second and third Korean restaurants by the end of this year, but says it will prioritize consistent quality and customer experience over rapid expansion. It also holds rights for Chipotle’s business in Singapore, where it plans to open its first restaurant in the first half of next year.

It is more important to provide the same quality and experience at every restaurant than to increase the number of stores quickly.

— Heo Hee-sooHeo outlined the venture’s approach to expansion in South Korea.
About this summary

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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