Zensho Holdings eyes menu revamp following Lotteria rebrand

The chain is changing the South Korean burger chain's name to Zetteria.

Zensho Holdings plans to launch new high-quality and original menu items following its decision to convert all Lotteria restaurants into its new Zetteria branding.

“By consolidating the business under a single brand, we expect to further accelerate these initiatives and strengthen our ability to deliver distinctive value to our customers,” Zensho said in a statement to QSR Media.

Zensho Holdings said that the business consolidation will enable it to enhance operational efficiency, such as through integrated procurement of ingredients and unified store systems.

In 2023, Zensho Holdings acquired all shares in the South Korean hamburger chain from Lotte Holdings Co. Since then, the company has been steadily rebranding each restaurant to Zetteria. The group aims to finalise the business consolidation by March 2026.

Zensho Holdings is one of the largest food service companies in Japan. The group owns several family restaurants, including one of the biggest gyudon chains, Sukiya.