One Month After Opening of 1st Shop in Fullerton
Opening Rush Persists and Calls Grow for Service Improvements
Over 70 customers line up 30 minutes before opening
Ingredient shortages force limited menu sales
Traffic congestion and “slow food” complaints raised
Store says it will “swiftly seek solutions”
FULLERTON, Calif. — A month after its grand opening, the first U.S. branch of Lotteria in Fullerton continues to draw massive crowds, but customer frustrations over long waits and limited menu options are also growing.
On Sept. 14, despite the store opening two hours later than usual for promotional video filming, more than 70 customers were already lined up 30 minutes before the noon opening. A drive-thru service has now launched, attracting about 40 vehicles before business hours, creating congestion around the shopping plaza.
“Last time I waited in line for over an hour, so this time I tried the drive-thru,” said Tim Swanson, 25, who stopped by with friends. “I wanted to grab some sets to share, but the 10-item purchase limit per person is disappointing.”
Some customers came from neighboring cities after hearing the buzz. Sam Lee of Irvine said he stopped by after church in Fullerton. “I’ve never tried Lotteria in Korea, so I’m curious to compare it with American burgers,” he said, adding, “Korean food has already become mainstream in Southern California. I wonder if Korean-style burgers can follow.”
Menu shortages remain an issue. The popular rice burger is limited to just 50 servings a day due to supply constraints. While many praised the flavor — “lighter and more savory than greasy American burgers,” according to one 60-year-old diner — others complained the slow pace of service made “fast food feel more like slow food.”
Yelp reviews reflect this divide. Out of 215 reviews posted as of Sept. 15, 72 (33%) gave just one star. While some praised the bulgogi and shrimp burgers, others voiced frustration over wait times and traffic jams. One reviewer, identifying herself as Brittany, wrote: “Is a bulgogi burger worth waiting 30 to 40 minutes for? Time is just as important as food.”
Lotteria U.S. CEO Jungwook Lee acknowledged the challenges. “We apologize for the limited rice burger supply and restrictions on bulk orders,” he said. “We are listening closely to customer feedback and will work quickly on solutions.”
The Fullerton location has even introduced a special “fast line” for military veterans, earning praise from some customers. But with expectations running high, the company faces mounting pressure to improve efficiency while sustaining the hype.
