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…
For Americans, ordering at Chipotle is second nature: rice, beans, protein, salsa, and toppings. In Korea, customers face a different challenge altogether: figuring out how to place an order without causing a bottleneck. Chipotle recently opened its first restaurant in Asia near Seoul's Gangnam Station, bringing the familiar American experience to the country, including its signature build-your-own ordering system.
Almost immediately, Korean social media was abuzz with guides on how to navigate the ordering process, as well as comparisons to Subway, another U.S. chain where customers choose ingredients as they move down the counter. "More nerve-racking than Subway," wrote one blogger. "As someone who was scared of Subway, this is giving me PTSD," commented another.
A third user suggested, "Please introduce kiosks." The anxiety surrounding the ordering process may stem from the need to make sequential choices while an employee waits for a response, and other diners waiting in line behind. This scenario can be especially uncomfortable in Korea, where self-service kiosks or touchscreen ordering at the counter are not as common.
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.
This story
This is one outlet's version. Read the fullest account.
- Chipotle brings burritos to Korea, and a familiar American anxiety koreatimes.co.kr
