bhc Opens Second Ho Chi Minh City Store
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 'Landma
Dining Brands Group, parent company of bhc, has opened its second store in Ho Chi Minh City, Vietnam, just one month after its initial launch. The new location is situated within a premium shopping mall, Landmark 81, which houses the city's tallest building. The store occupies approximately 126 square meters (38 pyeong) and offers seating for 42 customers.
The brand adjusted its menu to cater to Vietnamese consumers' preferences, offering six signature chicken varieties, such as Bburinkle and Matcho King, by cut, including drumsticks, wings, and boneless pieces. The menu also incorporates white rice, which aligns with local dining customs. In addition to chicken, bhc is introducing a variety of Korean dishes, including tteokbokki, rabokki, and kimchi fried rice, alongside its popular Cheese Ball.
The establishment of the second store was made possible through a master franchise agreement signed in April with Hao Open Food, a local Vietnamese food and beverage company. This partnership is expected to expedite market entry by leveraging the local company's familiarity with the region's conditions. bhc's growth continues to thrive domestically, driven by innovative products such as Ssoi Garlic King, Curringcle, and Kwasak Mozza King.
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