Chipotle brings burritos to Korea, and a familiar American anxiety
SEATTLE — For Americans, ordering at Chipotle is practically muscle memory: rice, beans, protein, salsa, toppings. In Korea, some diners have a more immediate concern: How exactly are you supposed to order without holding up the line? Chipotle opened its first restaurant in Asia near Seoul's Gangnam Station this week, largely transplanting the American experience, including its signature…
Chipotle has introduced its popular burrito-building system to Korea, opening its first restaurant near Seoul's Gangnam Station. The experience is largely similar to the American version, with customers selecting their ingredients in a specific order. However, Korean diners have expressed concerns about navigating this process without holding up the line.
On social media, explanations on how to order at Chipotle have been shared, alongside comparisons to Subway, another U.S. chain where customers choose their ingredients as they move down the counter. Some Korean netizens found the process more nerve-wracking than Subway, even causing post-traumatic stress disorder (PTSD) for one commenter. Another suggested that Chipotle consider introducing self-service kiosks to ease the ordering process.
The anxiety surrounding ordering at Chipotle in Korea may stem from the need to make multiple decisions while an employee waits for an answer, as well as the potential discomfort of standing behind other customers in line. This is particularly relevant in Korea, where self-service kiosks and touchscreens are common for ordering, and the transition to a traditional counter-based process may be challenging for some diners.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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- Chipotle brings burritos to Korea, and a familiar American anxiety koreatimes.co.kr
