How long would you wait for a Chipotle bowl? Some South Korean diners stuck it out for three hours.
The U.S. fast-casual chain opened its first Asia-region restaurant in Seoul's Gangnam neighborhood in early September, which also marked its first-ever expansion through a joint venture.
The lines were so long they became a running joke on Korean social media, with one user suggesting a flight to the U.S. might be the faster way to get Chipotle. Then came the how-to guides, in posts filled with menu combinations and step-by-step explainers on how to navigate Chipotle's build-your-own ordering system.
The joint venture with South Korean food company Sangmidang Holdings is "an important evolution of our global growth strategy," Nate Lawton, Chipotle's chief business development officer, told CNBC. There is no one-size-fits-all approach to entering a new market, he said, but Sangmidang brings local market knowledge, operating infrastructure and experience scaling restaurant brands across Asia.
Sangmidang previously brought Shake Shack to the country.