Chipotle Mexican Grill has opened its first restaurant in Asia at 423 Gangnam-daero, Seocho-gu, Seoul, in partnership with Sangmidang Holdings, formerly SPC Group. The two companies will run Chipotle’s South Korean business through a joint venture called S&C Restaurants Holdings. Chipotle said South Korea will serve as a reference market for its expansion across Asia.
Chipotle said it selected South Korea for its engaged consumers, sophisticated restaurant culture and appreciation for authenticity and ingredient quality. The company said the market offers an opportunity to demonstrate how its Food with Integrity principles can resonate across Asia.
Scott Boatwright, chief executive officer of Chipotle, outlined the company’s view of the region’s potential.
“Asia represents a significant growth opportunity for Chipotle, with strong demand for variety, convenience and real food prepared fresh and served fast,” said Boatwright. “South Korea, in particular, is an ideal market to introduce Chipotle to the region, and we see tremendous potential to grow from here. As we scale across Asia, we will remain focused on what has always differentiated Chipotle—a delicious, customizable meal at a value you can’t find anywhere else.”
Local partner to run operations
Sangmidang Holdings will be responsible for ingredient sourcing, cooking methods, team training and restaurant operations in South Korea, according to Chipotle. The company said the partnership combines Sangmidang’s restaurant industry and market knowledge with Chipotle’s culinary expertise.
Hee-soo Hur, president and chief vision officer of Sangmidang Holdings, described the company’s approach to introducing the brand.
“We are thrilled to bring Chipotle to South Korean consumers following tremendous anticipation for the brand’s arrival,” said Hur. “Chipotle offers a distinctive dining experience centered on choice, quality and the freedom for every guest to create a meal that reflects their individual tastes. We are proud to introduce the brand to Asia and committed to delivering the authentic Chipotle experience our guests expect.”
Chipotle said its menu is built from real ingredients and contains no artificial colors, flavors or preservatives, with ingredients chopped, seasoned, grilled and prepared in the restaurant throughout the day. Guests in Seoul can customise burritos, bowls, tacos, quesadillas and salads using the brand’s existing recipes.
Further openings planned
Chipotle plans to open two more restaurants in South Korea by the end of 2026, followed by its first restaurant in Singapore in 2027. The company’s business development group, led by chief business development officer Nate Lawton, is exploring further opportunities for growth through outside partnerships.
Sangmidang Holdings owns 30 brands including Paris Baguette, Paris Croissant, Passion 5, Coffee@Works and StrEAT, and operates around 7,000 locations worldwide. The company has previously introduced global brands including Baskin-Robbins, Dunkin’, Pascucci, LINA’S, Jamba and Shake Shack to the South Korean market.
