Vol. 8 [Texas News] Texas Flavors Come to Korea: Burger King's El Paso Chipotle Burger and Chipotle's First Asian Location

🍔 Burger King Korea Brings El Paso to the Menu

• Burger King Korea launched the El Paso Chipotle burger on May 21 as the latest addition to its Originals lineup, available through November 25 at all locations nationwide and via app and delivery channels. (Stars and Stripes; The JoongAng)
• The burger draws inspiration from El Paso, the Texas city on the U.S.–Mexico border, reinterpreting American and Mexican culinary styles in Burger King's own way. (The JoongAng)
• It is built on a buttery brioche bun with a 150g flame-grilled beef patty, a smoky chipotle and jalapeño sauce, and crispy onion chips for added texture. (The JoongAng)
• The launch is part of Burger King Korea's broader push to strengthen its super-premium burger segment. (The JoongAng)

🌯 Chipotle Set to Open Asia's First Location in Seoul

• Chipotle Mexican Grill is expected to open its first-ever Asian location at The Hyundai Seoul in Yeouido, as early as the first half of this year. (Goodkyung)
• Founded in the U.S. in 1993, Chipotle is known for Mexican staples such as burritos, burrito bowls, tacos, and quesadillas, prepared daily in-store with fresh ingredients and no artificial colors, flavors, or preservatives. (Goodkyung)
• The brand currently operates around 3,800 locations across seven countries — the U.S., Canada, the U.K., France, Germany, Kuwait, and the UAE — but has no presence in Asia yet. (Goodkyung)

• In September last year, SPC Group affiliate Big Bite Company established a joint venture with Chipotle Mexican Grill — S&C Restaurants Holdings Pte. Ltd. — securing exclusive operating rights for Korea and Singapore. Big Bite Company holds a 51% stake and Chipotle holds 49%. (Goodkyung)
• This marks the first time Chipotle has pursued international expansion through a joint venture structure. (Goodkyung)
• The Korean rollout was spearheaded by Heo Hee-su, president of SPC Group's food service division, who negotiated the agreement directly with Chipotle CEO Scott Boatwright. (Goodkyung)

• The Hyundai Seoul was selected as the debut location given that shoppers in their 20s and 30s account for around 60% of its sales, and international visitors make up approximately 15% of its revenue — making it a strong fit for both younger domestic consumers and global food demand. (Goodkyung)

(Sources: Stars and Stripes ; The JoongAng ; Goodkyung)