In 2002, thanks to its tireless efforts in brand promotion, Lotteria became the winner of the Marketing
Award of the Korean Marketing Association. Only 3 years later, the Lotteria wave "sprung up"
throughout Korea with a total of more than 1500 branches around the world. Despite fierce competition
with popular brands such as McDonald's or KFC, Coca-Cola... but Lotteria still does not appear to be
inferior in terms of the number of users. In addition to hosting the fast-food segment, Lotteria is also the
manager of a series of chain stores specializing in coffee, candies and cakes with many typical
Vietnamese faces such as Singum or Chocopie Lotteria.
Lotteria's battle for influence in Vietnam
In the age of fast-food products, being a late-born child, Lotteria cannot avoid the competition for
market share in the country as well as in countries with many franchises and consumers. like Vietnam.
However, with its own imprints, the trendy business campaign has made Lotteria "smart" to develop
alongside Mcdonald's, KFC, Coca cola thanks to the right business strategies.
Coming to Vietnam at a time when KFC was assured of standing firmly for 4 years. But this, does not
make the heat of the dishes in the Lotteria store become unattractive to customers. Instead of
developing a variety of specialties like in the country, Lotteria Vietnam has smartly selected the niche
market through a unique product. The brand color is a prominent red, but if KFC makes its brand with
fried chicken, Lotteria attracts fast food connoisseurs of delicious, hot Hamburger. In addition, Lotteria is
also known as the best brand that understands and satisfies customers with different tastes.
While KFC chooses Chicken as the main ingredient for processing, Lotteria has mastered many dishes
processing techniques with a variety of different ingredients from chicken and beef to squid, pork, and
shrimp. Shine's brand also regularly adds many hot dishes or mixes with the restaurant's dishes so that
diners can fully feel the new flavors. These can be mentioned as french fries, fried squid, cheese.
Lotteria is also famous as a "national brand" with a variety of prices ranging from high-end to affordable
to serve a wide range of customers. Besides, Lotteria's trend of 24/7 door-to-door delivery makes the
product more and more familiar to Vietnamese users. This is not surprising when the scale of the fast-
food company from Korea has the power to dominate the speed of expansion throughout the country.
Entering the Vietnamese market since 1998, Lotteria is now present in over 30 provinces and cities with
about 210 residential units opened. This is also the year holding the top position of domestic fast-food
brands.
The successful business strategy of the king of fast-food business in Vietnam is also explained by
another reason, which is the combination of a series of services and other products of Lotte Group, such
as movies, entertainment, and entertainment. entertainment, tourism... have contributed significantly
to the great success of Lotteria at the moment. Not only that, Lotte also created a wave of Korean
culture craze in Vietnam, especially among young people through music, movies, and brand
ambassadors who are famous actors and singers.
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fast-food brand Lotteria : born child

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