▲At the renovated Lotteria Noryangjin branch (left), Lotte GRS installed the AlphaGrill automated patty cooker and the BogleBot frying robot. The Jinhae Yongwon branch (right) features store interiors inspired by local character.
On the 24th, Lotte GRS said it is expanding its \"Re-Innovation\" strategy for the Lotteria burger franchise into major regional hubs to build mega-stores and boost profitability.
After investing in renovations at eight company-owned locations in 2024—seven across Seoul’s key commercial districts and one in Gangwon—each store showed measurable sales growth. Encouraged by gains in Seoul’s western, central and southern districts, Lotte GRS continued investing to develop higher-performing, more profitable outlets.
To spread the increase in foot traffic and the stronger brand perception seen in Seoul’s core neighborhoods across its entire offline network, the company extended last year’s renovation program to include major company-owned regional stores during both the first and second halves of the year.
The first locations targeted for renovation—Gimhae Jangyu, Busan Station and Jinhae Yongwon—reopened in April, June and November, respectively. Each store experienced higher customer counts and sales after the refresh. By year-end, cumulative sales at those stores rose roughly 12%, 21% and 23%, respectively.
The Gangnam Station SELECT store, which opened in June in the busy Gangnam Station area, used a compact model: a smaller footprint and a streamlined menu designed to increase turnover in an office-heavy district. It reached 100% of its annual sales target, demonstrating the effectiveness of a market-tailored opening strategy.
Beginning last November, Lotteria renovated four major downtown Seoul station outlets to address off-season demand. By improving convenience and the in-store environment, the upgrades aim to enhance the customer experience and strengthen the brand. The company plans to continue investing in revenue-generating stores to foster profitability.
Notably, the renovated Noryangjin Station location introduced advanced food-tech in the kitchen, installing the AlphaGrill patty automation device and the BogleBot frying robot. The store now serves as a testbed to improve staffing efficiency and operational resilience.
“With Lotteria’s 47-year heritage, we believe smart store renewals can create memorable customer experiences and reinforce the brand,” a Lotte GRS spokesperson said. “We will continue investing in regional store renovations to develop mega-stores across the country and improve overall store efficiency.”
By Min-gyu Song (songmg@ekn.kr)
