Dining Brands Group's chicken brand BHC has opened its first store in Ho Chi Minh City, marking its expansion into 10 countries.
On September 12, BHC launched its first Vietnamese location at the Vincom Plaza Phan Van Tri shopping mall in the Go Vap district, according to a statement from Dining Brands Group on September 15. To enter the Vietnamese market, BHC signed a master franchise agreement with local food distribution company Hao Open Food in April.
Vincom Plaza Phan Van Tri is a medium to large shopping mall located in a densely populated residential area in northwestern Ho Chi Minh City, attracting many university students and families, with a high proportion of local customers.
The BHC store in Vietnam covers approximately 49 pyeong (161.98 square meters) and features 74 seats across 37 tables. To accommodate the short stay times of shopping mall visitors, the store operates as a Limited-Service Restaurant (LSR) to enhance order and dining efficiency.
The menu includes BHC's signature chicken dishes and Korean cuisine tailored to local tastes. Chicken options include six varieties: 'Bburinkle,' 'Hot Bburinkle,' 'Fried,' 'Seasoned,' 'Macho King,' and 'Red King.' To cater to Vietnamese consumers who enjoy chicken pieces, customers can choose from chicken legs, wings, and boneless thigh meat. Additionally, white rice is offered to align with local dining customs.
Side dishes include seven options such as cheese balls, Bburinkle cheese balls, French fries, Bburinkle and Hot Bburinkle fries, cheese sticks, and Bburinkle cheese sticks, along with five types of dipping sauces. Korean dishes like tteokbokki, rose tteokbokki, rabokki, rose rabokki, and kimchi fried rice are also available.
Prior to the official opening, BHC Vietnam's official TikTok account gained approximately 7,000 followers with four posts over the course of a month, accumulating around 40,000 likes.
Nam Hwa-yeon, head of overseas operations at Dining Brands Group, stated, "Starting with our first store in Vietnam, we will closely observe local consumer preferences and responses to showcase BHC's unique flavors and experiences, further expanding our presence as a global brand."
With this entry into Vietnam, BHC has expanded its international operations to 10 countries. The company currently operates a total of 51 stores overseas, including locations in Hong Kong, Taiwan, Singapore, Thailand, Malaysia, Indonesia, the Philippines, as well as in the United States and Canada.
* This article has been translated by AI.
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