Dining Brands Group announced on May 27 that BHC has opened a new store in the food court of H Mart in San Francisco. This marks BHC's first location in the San Francisco area and the company's first food court-style store in the United States.
H Mart is an Asian supermarket chain operating over 100 stores across the U.S., serving as a key distribution channel for K-food among both the local Korean community and American consumers.
The new store occupies approximately 12.5 pyeong (about 415 square feet) within H Mart. It is the first food court model introduced after previously launching restaurant and fast-food formats in the U.S. The store features a counter and kiosk ordering system to enhance accessibility and convenience.
The menu reflects local consumer preferences, focusing on wings and tenders. It includes BHC's signature items such as fried, hot fried, and various dipping sauces like Machoking, Red King, Hot Puring Mayo, and Puringcle Mayo. Additionally, it offers Korean dishes like kimchi fried rice, ramen, fish cake soup, cheese buldak, and chicken rice bowl to attract local consumers interested in K-food.
The store has received positive feedback since its opening, with lines forming outside shortly after it launched in early May. Weekend sales reportedly exceeded 10 million won.
Brian Shin, head of BHC's U.S. operations, stated, "By opening in a highly accessible large supermarket, more consumers can experience BHC's menu in their daily lives. We plan to expand our brand experience in the U.S. market by reflecting local food culture and consumer trends."
Currently, BHC operates 47 stores across eight countries, including the United States, Canada, Hong Kong, Thailand, Singapore, and Indonesia. The company entered the U.S. market in 2023 with its first location in the Farmers Market in Los Angeles and now has eight stores in the country.
* This article has been translated by AI.
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