2025 롯데그룹 외국인 유학생 채용연계형 Winter Internship 모집

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LOTTE GRS Interview Guidebook
This guidebook is based on the 2024 first-half recruitment for foreign students. Interview details may vary depending on the situation, so please use this as a reference.

LOTTE Interview Process

• Interview Panel: 2 interviewers / 1 applicant (1:2 interview)
• Interview Duration: Approximately 25–30 minutes
• Process:
  1. Assemble in the waiting room → Explanation of interview schedule and procedure
  2. Wait until it is your turn (interviews proceed based on order, not a full 3-hour session)
• Important Notes:
  • Some affiliates prohibit the use of tablets or laptops
  • Print all study materials beforehand

LOTTE GRS Overseas Business

LOTTE GRS operates comprehensive domestic and international food service franchises, including LOTTERIA, Angel-in-us Coffee, Krispy Kreme Doughnuts, Plating, and concession businesses.

What is Concession?

1. Convenience stores or restaurants inside airports
2. Food outlets in baseball or soccer stadiums
3. Food courts, cafes, and restaurants in rest areas

Features of LOTTE GRS Overseas Business

LOTTERIA has built a nationwide store network in Korea through a franchise-based model. However, for overseas markets, particularly in Vietnam and the United States, a directly operated store model has been adopted. This decision enables strict control over localization strategies, ensures brand consistency, and maximizes profitability.

Difference Between Directly Operated Stores and Franchises

Directly Operated Stores

• Definition: Stores managed directly by the headquarters.
• Features:
  1. Headquarters assumes full responsibility for management and operations.
  2. Greater control and full profits return to the headquarters.
  3. Higher investment cost and operational risk for the headquarters.
• Suitability: Ideal for rigorous control and implementation of localization strategies.

Franchises

• Definition: Independently operated stores by franchise owners.
• Features:
  1. Franchise owners bear the initial investment cost.
  2. Headquarters receives royalties.
  3. Lower cost and risk for the headquarters but subject to operational variability.

More on LOTTE GRS Direct Store Strategy: https://dealsite.co.kr/articles/124479

Advantages of Directly Operated Stores

1. Brand Consistency: Headquarters maintains 100% control over store operations, ensuring uniform quality and branding.
2. Full Profit Retention: All revenue from the store directly benefits headquarters.
3. Rapid Strategy Implementation: Headquarters can promptly implement promotions, new menu launches, and other strategies.
4. Knowledge Accumulation: Data and know-how gained from store operations benefit future business expansion.
   Direct store operation is key for accumulating localization strategies and overseas market entry expertise.

Disadvantages of Directly Operated Stores

1. High Initial Costs: Headquarters bears costs for store setup, interior design, and workforce recruitment.
2. Legal and Market Research Challenges: Comprehensive analysis of local markets, trade laws, and business zones is essential.
3. Management Limitations: As the number of stores increases, management pressure on headquarters grows.

LOTTE GRS Vietnam Market

(Relevant for U.S. market applicants as well.)

LOTTERIA has positioned itself as a premium QSR brand in Vietnam by focusing on chicken-centric menus and localization strategies. By adopting a direct operation model, the brand maximizes control and profitability. The company plans to expand to 400 stores by 2027 and achieve an annual revenue of 200 billion KRW.

Vietnam Market Status and Channels

• Number of LOTTERIA Stores: 252 stores currently in operation
• Website: https://www.lotteria.vn/
• Menu: https://www.lotteria.vn/category/promotion
• Facebook: https://www.facebook.com/ilovelotteria
• TikTok: https://www.tiktok.com/@lotteriavietnam?lang=en

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Vietnam Market Sales

• Sales Performance: Vietnam achieved annual sales exceeding 1 trillion KRW for two consecutive years.
  • 2020: 770 billion KRW
  • 2021: 613 billion KRW (due to COVID-19)
  • 2022: 1.081 trillion KRW

Key Features of LOTTERIA in Vietnam

1. Chicken-Centric Menu
   • Over 60% of the menu comprises chicken-related products.
   • Approximately 90% of sales come from chicken items.
2. Localization Strategy
   • Offers rice and salad menus to align with Vietnam’s rice consumption culture.
   • Some stores have been remodeled into chicken-specialty outlets to meet local preferences.
   • Localization for LOTTERIA means not only creating burgers tailored for Vietnam but also combining Korean food symbolism into its offerings.
     • Example: Collaboration with Samyang Foods to launch the "Buldak Burger".
     • Read More
3. Premium Quick Service Restaurant (QSR)
   • Positioned as a leading premium QSR brand in the Vietnamese market.
   • Read More
4. Business Goals
   • Expand to 400 stores by 2027.
   • Achieve an annual revenue of 2 trillion KRW.
5. Directly Operated Stores
   • All overseas stores are directly managed by headquarters.
   • Key Features: Headquarters takes responsibility for everything, from corporate establishment to store operations. While the investment cost and risk are high, the profitability and control are also significant.
   • Purpose: To execute localized strategies accurately for each region.

Marketing Strategies in Vietnam

1. Collaborations with Local Celebrities
   • Partnered with popular Vietnamese idol Amee to release the song "Sunday Boy" to enhance brand familiarity.
   • Uses music and pop culture to appeal to younger demographics and strengthen brand image.
     • Watch Video
     • Read More
2. Short Films and Storytelling Ads
   • Produces short film-style advertisements to deliver brand messages through emotional storytelling.
   • Targets the younger audience with impactful content.
     • Read More
3. Corporate Social Responsibility (CSR)
   • Strengthens brand image through CSR activities in the local market.
     • Read More

LOTTE GRS in the U.S. Market

Entry Status and Plans

• Corporate Establishment:
  • In October 2022, LOTTE GRS USA was established.
  • In February 2023, "LOTTERIA USA" was registered in California for store operations.
• Target Locations: Los Angeles (LA) and Dallas, focusing particularly on Koreatown for the first store.
• Opening Goal: First store planned for early 2025.
  • Read More
• Participation in Global Food Industry Shows:
  • LOTTERIA participated in the NRA Show in Chicago for two consecutive years.
  • Introduced Korean-themed burgers, including Bulgogi Burger and Jeonju Bibim Rice, to test and develop localized menus.

U.S. Market Strategy

1. Directly Operated Stores
   • LOTTERIA adopts a direct operation model, where the headquarters manages all aspects of corporate establishment and store operations.
   • While investment costs and risks are significant, this ensures profitability and strong brand control.
2. Differentiation Through Korean-Style Menus
   • Key offerings include:
     • Bulgogi Burger, Rice Burger, Shrimp Burger
   • Expands product range to Korean-style hot dogs, tteokbokki, dumplings, and fried snacks that have gained local popularity.
     • Read More
3. Utilizing the K-Food Trend
   • Capitalizes on the growing global interest in K-Food to offer unique Korean flavors and experiences to U.S. consumers.

U.S. Market Overview and Outlook

• Market Size: The U.S. fast-food market is valued at approximately $341 billion (~435 trillion KRW), nearly 80 times larger than the Korean market (5 trillion KRW).
  • Read More
• Competitive Environment:
  • The market is dominated by major brands like McDonald’s, Burger King, Wendy’s, Chick-fil-A and regional chains such as Five Guys, Shake Shack, and In-N-Out.

U.S. Marketing Strategies

1. Localization and Differentiation
   • Focus on Korean-style menu differentiation while catering to local tastes.
2. Integration with K-Culture
   • Leverage the popularity of Hallyu (Korean Wave) and K-Food to enhance brand awareness and attract consumers through cultural connections.

Reference to the Success of Samyang’s Buldak Ramen

[Samyang Round Square’s Global Communication Strategy]
[“Eatertainment” Content]
Currently, Samyang communicates with global consumers through the spicy flavor of Buldak Ramen as differentiated content.

• Mukbang (content showing people eating food)
  • Limitation: Trends and content are always subject to limits and shifts.
  • Continuous content development and consumer trend analysis are essential to sustain popularity.
  • New trends that align with the spicy theme are necessary for further collaboration.

[Product Localization]
Samyang's product localization process follows these steps:

1. Acquiring certification information for national quarantine regulations and labeling requirements.
2. Collecting and building a database of country-specific regulatory data.
3. Continuously updating data to respond effectively to market changes.
4. Sharing updates with related departments (e.g., R&D, quality control, design).

Challenges of Global Expansion for Korean Food Companies

The following trends are common during the global expansion of Korean food products:

1. Emergence of Core Global Products: Example - Increasing sales of frozen gimbap.
2. Domestic Media Promotion: Example - Publicity in domestic media about the rise in frozen gimbap sales.
3. Appearance of Imitative Products: Example - Competitors creating similar products due to initial success.
4. Intensifying Price Competition: Example - Lowering prices to gain a market foothold.
5. Decline in Quality: Example - Downgrading ingredients to reduce costs (e.g., $6 products reduced to $4).
6. Overall Decline in Sales: Example - Consumers shifting away due to declining product quality.

For Samyang, the core strategy is communication through the spicy flavor theme. However, if competitors replicate the spicy flavor and product quality diminishes, consumer trust could be lost. Samyang must focus on securing intellectual property rights to prevent imitation and develop derivative products with diverse flavors. Additionally, rapid adaptation to country-specific regulations and consumer trends is crucial for maintaining competitiveness.

Expected Interview Question Structure

LOTTE interviews primarily consist of:

• Self-Introduction-Based Questions (60%)
• Common Questions (40%)

In LOTTE GRS interviews, expect questions related to local culture and Korean experiences.
Note: No English questions were asked during the previous LOTTE internship interviews.

What is a Self-Introduction-Based Interview?

This type of interview focuses on the experiences outlined in your resume and essay. It is a structured interview where follow-up questions are asked to assess the applicant’s abilities based on their experiences.

[Example Structured Questions for Past Experiences]

1. Step 1: "You mentioned A activity on your resume. What exactly was this activity?"
2. Step 2: "Which part of A activity was most memorable?"
3. Step 3: "What role did you play in that activity?"
4. Step 4: "Did you face any challenges in that role?"
5. Step 5: "How did you overcome those challenges?"

How to Organize Your Experiences

Structured interviews assess the authenticity of the experiences listed in your self-introduction or resume. It is essential to prepare answers for the why, how, and results of each experience:

• Why: Why did you choose this experience?
• How: How did you carry out this experience?
• Results: What did you learn from this experience?

[Key Points for Structured Interviews]

• Authenticity: Interviewers will verify the truthfulness of your described experiences, especially for team projects. Clearly articulate your role.
• Sincerity: Always answer truthfully, even if the experience is not perfect. Highlight personal growth and lessons learned.

[Example Questions]

• "Why were your first-year grades so low? What happened?"
• "Your grade in a specific course is low. Was the subject particularly difficult?"
• "Can you elaborate on your entrepreneurial experience?"
• "Among your various part-time jobs, which one stands out the most?"
• "Why did you take on so many part-time jobs?"

Note: Structured interview questions are specific to your personal experiences. Analyze your experiences and prepare for related questions on your own.

Self-Introduction Preparation

The core of every interview is a self-introduction. Prepare a clear and concise 1-minute self-introduction:

[Example Template]
"Hello, I am Diego, and I am applying for the overseas sales position at [Company Name]. Since university, I have aimed to become a trade expert between Korea and Latin America. Over the past four years studying in Korea, I have focused on two key areas:

First, I worked to understand markets. I consistently participated in Korea-Latin America investment expos to learn how these two regions view each other. Additionally, I took courses focusing on market research and statistics, where I learned market analysis methodologies. Using this knowledge, I conducted market research for Korean manufacturing companies' Latin American expansion during activities such as [specific activity/internship].

Second, I worked to understand differences. The key barriers in Korea-Latin America trade are time differences and cultural disparities. Overcoming these requires recognizing and reconciling differences. During [specific activity/internship], I successfully coordinated between the two regions to achieve [specific outcome].

In the future, I aim to contribute to [Company Name] by bridging Korea and Latin America as a new hire who can effectively coordinate between the two regions."

Mandatory Check Questions

For the U.S. branch, please focus only on questions related to Korean stores, marketing strategies, and Korean experiences:

1. Do you know anything about LOTTE GRS? (Familiarize yourself with its brands and global business.)
   • LOTTE GRS Information
2. Have you ever visited a LOTTERIA store in Korea or your home country?
3. If you have visited, what were your impressions? Share your personal opinions.
4. Were there any inconveniences or areas for improvement while visiting LOTTERIA in Korea?
5. If you visited LOTTERIA in your home country, what differences did you notice compared to Korean stores?
6. If you haven’t visited, could you share the reasons?
7. Have you encountered LOTTERIA-related advertisements or news in your home country?
8. Would you be comfortable working in Korea first and then being dispatched to your home country’s branch?
9. Do you frequently use fast-food brands in Korea or your home country? Why?
10. Do you have any favorite menu items at LOTTERIA in Korea?
11. Considering the many hamburger franchises in Korea, what do you think are LOTTERIA’s strengths and weaknesses?
12. Which Korean foods do you like?
13. Are there any foods or ingredients that consumers in your home country generally dislike?
14. What differences do you observe between fast-food culture in Korea and your home country?
15. How is LOTTERIA’s brand image or recognition perceived in your home country? (What do your friends or family think?)
16. What are your future goals or plans while working at LOTTE?
17. Compared to competing brands in your home country, what strengths does LOTTERIA have?
18. Are there any services from Korean LOTTERIA stores that you think should be introduced in your home country?
19. What aspects of Korean dining culture would you like to bring to your home country?
20. If LOTTERIA were to develop a new menu, do you have any ideas that would suit your home country’s food culture?
21. What marketing strategies do you think are needed for LOTTERIA to gain more popularity in your home country?
22. Do you have any marketing ideas targeting young consumers in your home country?
23. What strategies can LOTTERIA use to enhance its competitiveness in your home country’s fast-food market?

Basic Questions List

1. Please introduce yourself in one minute.
2. What motivated you to apply to this company?
3. Why did you choose to apply for this role?
4. What do you think is the most important competency for this position?
5. On your resume, you highlighted [specific competency] as your strength. What makes you think so?
6. What tasks do you think you will be responsible for in this role?
7. Why do you think this competency is important?
8. If you are assigned a task different from what you expected, how would you handle it?
9. Can you share an experience where you proactively worked to achieve a team goal?
10. Have you achieved results through teamwork? Please elaborate.
11. Compared to other candidates, what do you think your strengths are?
12. What goals do you want to achieve after joining the company?
13. Aside from career goals, what personal goals do you have in life?
14. What are your thoughts on overseas assignments?
15. (For candidates with work experience) What tasks did you primarily handle during [specific role or experience]?
16. Share a time you overcame a difficult situation or explain how you would overcome challenges in the future.

Organizational Fit

• How would you respond if someone passed their work onto you?
• What would you do if your manager gave you an unfair task?
• If your mistake caused someone else to take responsibility, how would you handle it?
• What role do you typically take in team activities (follower/leader)?
• What positive and negative feedback have you received in previous roles?
• How do your friends evaluate you?
• How do you approach new tasks?
• How do you usually solve problems?
• How do you relieve stress?
• What are your personality strengths and weaknesses?
• How do your friends or coworkers usually describe you?
• How do you resolve conflicts with Korean teammates or colleagues?
• If you are overwhelmed with multiple tasks, how do you prioritize?
• How would you describe the work atmosphere at your previous company?
• Why are you considering leaving your previous job?
• If a similar issue arises in this company, how would you address it?
• What would you do if you discovered unethical behavior in the company?
• What are your thoughts on overtime work?
• What is the most important factor for you when choosing a company?

Korean Adaptability Questions

• How long have you been in Korea?
• How did you learn Korean?
• How long do you plan to work in Korea?
• Why did you choose to study in Korea?
• Besides learning Korean, what challenges did you face in Korea, and how did you overcome them?
• Do you foresee any difficulties as a foreigner working in a Korean company?
• Why do you want to work in Korea?
• Can you share your most memorable experience during university?
• As a foreigner, what do you think is the most important attitude when living in Korea?
• (Personal question) Do you have a boyfriend/girlfriend in Korea? (Although potentially inappropriate, this question assesses long-term plans to stay in Korea.)

School Life and Major Questions

• What is your most memorable experience during university?
• Which class during university was the most helpful for this role?
• What are you currently studying at your Korean university?
  • (If unrelated) How can you connect your major to this position?
  • (If related) How will your major help in this role?
• Have you ever worked on team projects with Korean students?
• Did you face any difficulties working with Korean teammates?
• Why did you choose your major?

Personality Strengths and Weaknesses

• Can you tell us about your personality strengths and weaknesses?
  (Explain efforts to overcome weaknesses.)
• How do your friends describe you?
• What weaknesses do your friends usually point out about you?

Experience-Based Questions

1. Do you have any challenging experiences?
2. Can you share a time you failed? How did you overcome it?
3. Have you ever resolved a significant problem? If so, how?
4. What was the most difficult project or task you’ve undertaken?
5. How do you handle stress?
6. Share an experience where you felt you succeeded in life.
7. What has been your happiest experience so far?

Team Project and Leadership

1. Can you share a leadership experience?
2. (If many leadership roles) Describe an experience where you participated as a team member.
3. Do you see yourself as a leader or follower? Why?
4. Have you worked on team projects with Korean teammates? What role did you take?
5. Did you experience conflicts while working with Korean team members? How did you resolve them?
6. How do you handle conflicts with supervisors or colleagues?
7. What do you think is the most important factor in teamwork?

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