Chipotle is going to Asia. And you can thank K-pop for that.
In an ongoing plan to expand internationally, the fast-casual Mexican chain said Wednesday that it has signed a joint venture with SPC Group, a South Korea-based food company, which is also parent to the Paris Baguette bakery chain.
With the deal, the first Chipotle units are expected to open in South Korea and Singapore next year.
The move was attributed in part to Chipotle’s popularity in both South Korea and Singapore because of K-pop. The globally popular pop performers have reportedly fallen in love with burritos and bowls while visiting the U.S.
Singer Jungkook of BTS fame, for example, in 2022 inspired Chipotle to temporarily change its name on social media to “Chicotle” after a mispronounciation in a YouTube post.
The girl group Le Sserafim reportedly also expressed love for Chipotle and bemoaned the lack of Chipotle restaurants in Korea.
Heesoo Hur, owner and executive vice president of SPC Group, said in a statement that brand awareness makes Korea and Singapore ideal entry points to develop the brand in Asia.
“In addition, we have a proven track record of developing global brands and we see an opportunity for leveraging our market expertise to introduce Chipotle’s delicious, responsible sourced food to guests across the continent who aren’t yet familiar with the concept’s real ingredients prepared fresh daily,” he said.
SPC Group has a long history of working with other U.S.-based brands, including Baskin-Robbins, Dunkin, Jamba and Shake Shack.
The group operates 7,000 restaurants worldwide, including Paris Baguette, Paris Croissant, Passion 5, Coffee@Works and StrEAT.
CEO Scott Boatwright has been high on international development since he stepped to the helm of the brand last year.
“With a rapidly evolving dining-out business, fueled by preferences for variety and convenience, expanding into Asia presents an incredible growth opportunity for Chipotle,” said Boatwright, in a statement. “Real food prepared fast is in high demand in these markets and with notable brand awareness among consumers, we see potential for strong adoption out of the gate.”
The 3,800-unit chain operates 60 restaurants in Canada and another 28 in the U.K., France and Germany, but those are all company owned.
Earlier this year, Chipotle opened the first location in the Middle East. That unit in Kuwait City marked the first international location that was franchised, and Boatwright indicated he was open to more franchise partnerships to expand globally.
In April, for example, Chipotle said it has signed a deal with multi-unit franchise operator Alsea to open a first unit in Mexico, which is expected to open the doors for development in Latin America.
The announcement comes amid a flurry of plans for international growth among fast-casual chains.
Dave’s Hot Chicken, for example, recently signed a 180-unit deal to grow in 10 European countries. Raising Cane’s is also planning to open in the U.K. for the first time.
The quick-service chain Chick-fil-A in August also announced plans to open units in the U.K. and Singapore for the first time with local operator-partners.
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