Chipotle Mexican Grill will launch its first restaurant in Asia in Seoul, signifying the US fast-casual chain's first growth into the area since its establishment in Denver in 1993.
The eatery, situated close to Gangnam Station, a prominent attraction in Seoul, fronts a main road for convenient access. It features 96 seats, an open kitchen, and a counter where patrons can order and personalize their dishes, such as bowls, burritos, tacos, and salads.
A team of culinary specialists from Chipotle's main office was in the kitchen of the new eatery on Tuesday, assisting locally hired staff in learning kitchen procedures. A restaurant worker stated that the team visits every newly opened Chipotle location globally to train local staff.
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“We know that Korea is a very sophisticated market with very dynamic consumers who care deeply about what they put in their bodies, how they feed their families, the quality of the ingredients, where those ingredients are sourced and how they are prepared in restaurants," he said during a press conference at the new restaurant. "Korea is really more than just our first market in Asia. It will help establish a standard for how we grow across the globe."
Chipotle CEO Scott Boatwright stated that Korea represented a perfect market for the firm’s Asian growth due to the increasing interest of local consumers in high-quality ingredients and the nation's capacity to create global market trends.
Chipotle’s operations in Korea are overseen by S&C Restaurants Holdings, a partnership formed between Chipotle and Big Bite Co., which is a subsidiary of SPC Group’s parent company, Sangmidang Holdings.
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S&C Restaurants Holdings will also launch Chipotle's first restaurant in Singapore next year, along with two more locations expected to open in Korea later this year.
SPC reports that this is the first occasion Chipotle has invested in a partnership for global growth. The Korean food conglomerate stated that the American firm dedicated itself to the partnership due to its trust in SPC’s capability to bring international brands to South Korean customers and manage them effectively in the domestic market.
“SPC’s long-standing commitment to serving the Korean market and its operational prowess are unparalleled. SPC will be an extraordinary partner in helping protect the integrity of Chipotle’s food processes and preparation,” Boatwright says.
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“You don’t have to go to a chef-driven restaurant and spend hundreds of dollars to have a high-quality, great-tasting meal. You can do that at Chipotle for just $10.”
Hur Hee-soo, vice president and chief visionary officer of Sangmidang Holdings, expressed that the company is delighted to present Chipotle, “a brand cherished by customers globally,” to consumers in Korea.
“Introducing Chipotle goes beyond simply bringing in a new brand. It means offering our customers an entirely new dining culture,” Hur says.
"We will faithfully uphold the rigorous quality standards and brand philosophy that Chipotle has long pursued, while delivering a premium experience that meets the high expectations of Korean consumers".
"In doing so, we aim to establish a new benchmark in the dining industry.”
Chipotle has 4,200 locations globally, including in the US, Canada, the U.K., France, Germany, and the Middle East. The firm, listed on the New York Stock Exchange, has 140,000 employees and directly manages all its restaurants in the US, Canada, and Europe.
Sangmidang Holdings manages 30 food brands, such as Paris Baguette, Paris Croissant, Passion 5, and Coffee@Works, boasting 7,000 international locations. The international brands it has brought to Korea comprise Baskin-Robbins, Dunkin’, Pascucci, LINA’S, Jamba, and Shake Shack.