bhc has opened its first store in the Philippines, focusing on local consumers with a menu that includes 'Chicken Rice' and other tailored offerings.
The Dining Brands Group announced on August 3 that its chicken brand bhc has opened its first Philippine location in the SM North EDSA mall in Quezon City, Manila. The opening ceremony, held on July 29, was attended by Song Ho-seob, CEO of Dining Brands Group.
The new store spans approximately 1,700 square feet and features 86 seats. Considering the mall's characteristics, it has adopted a Limited-Service Restaurant (LSR) model for quick preparation and service.
The menu includes fried and seasoned chicken, as well as signature items like Bburinkle, Machoking, and Red King, organized by chicken parts. Notably, it offers meal combos centered around chicken pieces and the 'Chicken Rice' combination, along with a sweet Filipino-style spaghetti that reflects local culinary preferences. Additionally, the menu features three types of chicken burgers, cheese balls, japchae, and tteokbokki, among other K-food items.
bhc signed a lease agreement with SM Supermalls, the largest mall operator in the Philippines, in July of last year and established a master franchise agreement with local retail company Suyeon Corporation before analyzing the market to open this store. Currently, bhc operates a total of 49 stores across nine countries, including the Philippines, Hong Kong, Thailand, Taiwan, Singapore, and the United States.
Nam Hwa-yeon, head of the overseas business division at Dining Brands Group, stated, "The Philippines is a vibrant market for dining and chicken consumption. We aim to expand our brand presence in the Philippines with a strategically designed menu that reflects local food culture."
* This article has been translated by AI.
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