Five Guys, the renowned American burger chain, has garnered significant attention in South Korea due to its exceptional service and competitive prices. Anticipation has been building even before its official arrival in the country, and now, the much-awaited launch is set to take place next week.
Established in Virginia back in 1986, the franchise has rapidly expanded its presence and currently operates approximately 1,800 stores across 23 countries, including the United Kingdom, France, and Germany. South Korea marks the company’s sixth venture into the Asian market, following its successful establishments in Hong Kong, Singapore, China, Malaysia, and Macau.
On Thursday, FG Korea, a subsidiary of Hanwha Galleria Department Store, conducted a press conference to announce the upcoming opening of the inaugural Five Guys store in Seoul’s Seocho District on June 26. Situated along Gangnam-daero Road, between the Gangnam and Sinnonhyeon subway stations, the branch occupies a spacious area of 588 square meters spread across two floors.
FG Korea has made dedicated efforts to identify farms across South Korea that cultivate potatoes capable of delivering the same exquisite taste as fries made with russet potatoes, which happen to be the prominent variety in the United States.
“Even Five Guys headquarters in the US said it wouldn’t be able to enter Korea unless potato quality was guaranteed,” FG Korea CEO Oh Min-woo said.
In South Korea, Five Guys will maintain the same level of food quality as its American counterparts, without introducing any localized items specifically tailored for the domestic market. The focus will be on delivering the authentic Five Guys experience that customers have come to expect worldwide.
The reason behind this decision is that the franchise believes there is no requirement for additional choices, as customers have the ability to create 250,000 unique combinations by directly customizing their ingredients. Similar to the United States, Five Guys will continue to offer unlimited peanuts free of charge, which is a major draw for many of its loyal fans.
Five Guys in South Korea will also offer prices that are lower compared to its international counterparts. FG Korea has stated that prices will be approximately 13% lower than in the United States and 17% lower than in Hong Kong, where the stores are directly managed by the US headquarters. In South Korea, a regular hamburger will be priced at 13,400 won ($10.3), and regular fries will be available for 8,900 won.
FG Korea has outlined its ambitious plans to establish more than 15 branches across the country within a span of five years.
