As the Korean saying goes, a much-hyped feast can still leave you hungry. Lotteria just proved it in Fullerton.
The fast-food chain opened its first U.S. location in August to huge buzz. Long lines wrapped around the store. But the excitement didn’t last. The store now stands as a case study in the fast rise and even faster fall of social media hype.
At launch, Lotteria leaned on influencer marketing. Social media filled with posts calling it a “Korean-style burger hotspot.” That buzz has cooled. Foot traffic is noticeably down. It shows the limits of social campaigns that generate heat but not loyalty. Short-term results look great. Long-term performance does not.
Consider Tarte Cosmetics and its much-criticized Dubai trip. In January 2023, the brand flew more than 50 beauty influencers to Dubai, providing luxury resort stays, airfare, and gifts. Their TikTok videos drew over 100 million views. But soon came criticism. Consumers called it “performative marketing detached from reality.” Follower growth slowed. Business Insider reported Sephora sales afterward dropped 8%.
Poppi shows the same pattern. In 2024, the prebiotic soda brand sent branded vending machines to top influencers for viral posts on Instagram and TikTok. Millions of views followed. Then came backlash. Consumers said the campaign felt artificial and targeted influencers rather than buyers. On Influenster, negative brand sentiment jumped 38%.
Social media marketing boosts awareness and pushes first-time purchases. The problem is what happens next. Analysts at WARC warn that many brands focus only on short-term exposure metrics. Viral buzz does not guarantee return customers or community support.
Measurement is another issue. Marketers count likes, views, and followers. But those numbers often fail to match real revenue. Consumer analytics firm Zigpoll found purchase conversion rates after social campaigns can be below 1%. Many consumers forget the brand shortly after.
Lotteria relied more on viral clips than on local partnerships. There was no strong plan for repeat visits, operational efficiency, or product quality assurance. As the hype faded, so did public interest. Without building trust in the community, attention evaporated almost overnight.
Small neighborhood restaurants win by earning trust over years — just look at In-N-Out, a brand that built its reputation block by block without flashy gimmicks. In In-N-Out country, loyalty beats virality every time. Lotteria is learning that hype alone won’t steal a crown already claimed by a beloved local favorite.
BY YEOL JANG [jang.yeol@koreadaily.com]
