bhc, the chicken brand operated by Dining Brands Group, has opened its second store in Vietnam just a month after entering the market, accelerating its expansion in the Southeast Asian country.
bhc said on the 20th that it opened its second Vietnamese outlet on the 13th at Vincom Center Landmark 81, a mixed-use shopping complex in Ho Chi Minh City. The additional opening came about a month after the company launched its first store in the city in September.
Landmark 81, which houses the new store, is Vietnam's tallest building at 461 meters and 81 floors. The surrounding area is dense with upscale residences, offices and hotels, drawing both local residents and overseas tourists. bhc plans to use the location as a base to expand contact with local consumers and raise brand awareness.
The store spans about 126 square meters with 21 tables and 42 seats. It operates as a limited-service restaurant (LSR), a format that streamlines ordering and service so mall visitors can use it more easily.
The menu reflects local eating habits. Six signature chicken items, including Buringkle and Matcho King, can be ordered by cut, such as drumsticks, wings or boneless pieces. Reflecting the Vietnamese custom of eating rice with side dishes, white rice is offered as a separate item to accompany the chicken. The store also sells Korean dishes including tteokbokki, rabokki and kimchi fried rice, along with sides such as cheese balls and french fries.
bhc signed a master franchise agreement with Vietnamese food and beverage company Hao Open Food in April and began operations in September with its first store in Ho Chi Minh City. The company currently runs 52 stores across 10 overseas markets, including Vietnam, Hong Kong, Taiwan, Singapore, the United States and Canada. It plans to continue opening outlets in Vietnam to broaden its overseas business base.
"We have expanded our business base by opening a second store in Vietnam in a short period," said Nam Hwa-yeon, head of the overseas business division at Dining Brands Group. "We will introduce bhc's taste and quality to local consumers and strengthen our competitiveness as a K-chicken brand in the global market."