“Only in Korea among Asian countries”…America’s top 3 burgers sold out in 30 minutes
- on Jun 03, 2023
In-N-Out Burger, known as “America’s Big Three Burger,” opened a pop-up store (temporary store) on Nov. 31, and it was so popular that crowds flocked to the store even before it opened, creating the so-called “open run” phenomenon메이저놀이터.
An employee holds the signature Double Double Burger and potato chips at the In-N-Out Burger pop-up store at a restaurant in Sinsa-dong, Gangnam-gu, Seoul, on Nov. 31. Photo by Moon Hye-won
In-N-Out Burger rented a restaurant in Sinsa-dong, Gangnam-gu, Seoul, and sold its signature menu items such as the Double Double Burger and Cheeseburger from 11 a.m. to 3 p.m., as well as drinks. There was an open run in front of the restaurant, with customers lining up as early as 6 a.m., long before the pop-up store opened, and by 11:30 a.m., all 500 burgers had already been sold.
Employees handed out wristbands to customers in line so that they could identify themselves as the 500 people in line when they entered the store, minimizing confusion.
Customers wait to enter an In-N-Out Burger pop-up store at a restaurant in Sinsa-dong, Gangnam-gu, Seoul, on Nov. 31. Photo by Hye-won Moon
Luis Hernandez, manager of foreign events at the U.S. headquarters, said, “Among Asian countries, In-N-Out has only come to Korea, not Japan or China. “We don’t have any plans to open an official store yet, but we want to come back more often to meet Korean consumers and let them taste our signature Double Double Burger,” he said.
Headquartered in California, In-N-Out Burger is considered one of the top three handcrafted burgers in the U.S., along with Shake Shack and Five Guys.
In-N-Out previously held three pop-up stores in South Korea in 2012, 2015, and 2019, each of which sold out of its prepared menu and drew long lines of people. In the aftermath of the COVID-19 pandemic, the company suspended its pop-ups for a while, but reopened them this year after a four-year hiatus. The pop-ups are organized by the company’s US headquarters, and the possibility of expanding into Korea has been raised with each opening.
In recent years, Korean consumers’ demand for handmade burgers has been growing, and the possibility of In-N-Out entering the country has been constantly raised by industry insiders and outsiders. According to global market research firm Euromonitor, the domestic burger market has grown from 1.9 trillion won in 2013 to 3.3 trillion won in 2019 and 3.8 trillion won last year.