bhc Opens Second Ho Chi Minh City Store

Exterior view of bhc’s second store in Vietnam (provided by Dining Brands Group)  bhc is accelerating its expansion in the Southeast Asian market by establishing a second foothold in Ho Chi Minh City, Vietnam, about a month after opening its first store there. Dining Brands Group said on Oct. 20 that it opened bhc’s second store on Oct. 13 at a premium shopping mall inside 'Landmark 81,' Vietnam’s tallest building. The new store has an area of about 126 square meters (38 pyeong) and a total of 42 seats, with the company aiming to raise brand awareness by entering Landmark 81, where local floating population is concentrated. bhc adjusted its menu composition in consideration of Vietnamese consumers’ eating habits. It segmented orders so customers can choose from six of the brand’s signature chicken varieties, including Bburinkle and Matcho King, by cut, such as drumsticks, wings, and boneless chicken. In particular, the menu features white rice that can be eaten with chicken, reflecting the local culture of eating rice with meals. In addition to chicken, the company is also selling a range of Korean food items in response to interest in K-food. It is targeting local dining demand by offering popular Korean dishes such as tteokbokki, rabokki, and kimchi fried rice, along with Cheese Ball, one of the brand’s popular side menus. The opening of the second store is the result of a master franchise agreement signed in April with 'Hao Open Food,' a local Vietnamese food and beverage company. The move is seen as having helped speed up the initial pace of market entry through cooperation with a local partner familiar with conditions on the ground. Meanwhile, bhc continues to post solid growth in the domestic market, led by new products. 'Ssoi Garlic King,' launched in March, surpassed cumulative sales of 2 million units in six months, while 'Curringcle,' introduced in July, sold 1.5 million units in three months. 'Kwasak Mozza King,' launched last month, recorded sales of more than 200,000 units in just three weeks, despite being sold only through limited channels such as the bhc app and Coupang Eats.