US burger chain Five Guys to launch in South Korea on June 26

The American burger chain Five Guys, which has attracted keen interest in South Korea for its service and prices even before its entry into the country, will launch in the nation next week. 

Founded in Virginia in 1986, the franchise has an estimated 1,800 stores in 23 countries like the UK, France and Germany. South Korea is the company's sixth Asian market after Hong Kong, Singapore, China, Malaysia and Macau.

FG Korea, a subsidiary of Hanwha Galleria Department Store, on Thursday held a news conference on the June 26 opening at Five Guys' first store in Seoul's Seocho District. Located on Gangnam-daero Road between Gangnam and Sinnonhyeon subway stations, the branch has two floors and area of 588 square meters.

FG Korea has strived to find farms nationwide that produce potatoes with the same taste as fries made with russet potatoes, the leading variety in the US.

“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.

Five Guys will also offer the same food quality in South Korea as that in America, with no localized items for the domestic market.

This is because the franchise said it saw no need for more options as consumers can create 250,000 combinations by directly customizing ingredients. Unlimited peanuts, a key appeal of Five Guys among its fans, will also be given free just like in the US.

Five Guys in South Korea will also have prices lower than its counterparts abroad. FG Korea said prices are lower by about 13% than in the US and 17% than in Hong Kong, whose stores are directly run by the US headquarters. A regular hamburger in South Korea will be 13,400 won ($10.3) and regular fries 8,900 won.

FG Korea plans to open over 15 branches nationwide within five years.

Write to Mi-Kyung Lee at capital@hankyung.com