Entered a complex shopping mall housing numerous global brands
Introduced localized menu using chicken special parts such as skin
Chicken franchise bhc Chicken has entered Bangkok, Thailand.
bhc Chicken announced on the 29th that it has opened its first store in Thailand, ‘bhc CentralWorld Branch’ in Bangkok.
The bhc CentralWorld Branch, which opened last weekend, is located in CentralWorld, one of the busiest commercial areas in Bangkok. CentralWorld is a complex shopping mall housing over 500 stores including global brands such as Apple and Nike. It attracts a large number of young visitors and frequently hosts food festivals and events, making it a must-visit destination for international tourists.
The bhc CentralWorld Branch occupies approximately 179㎡ with a total of 90 seats. Notably, it features the yellow-tone interior that symbolizes bhc Chicken, and is designed with a bright and warm family restaurant atmosphere so that couples and families, the main customer base of the complex shopping mall, can enjoy their meals comfortably.
The menu also reflects a differentiated strategy targeting the Thai market. Alongside bhc Chicken’s signature K-chicken menu items such as ‘Bburinkle’, ‘Hot Bburinkle’, and ‘Gold King’, the branch offers Thailand-specific menu items using special chicken parts like cartilage and skin, including △Bburinkle Chicken Skin and △Bburinkle Chicken Joint. Additionally, reflecting local interest in K-food, Korean dishes that pair well with chicken, such as Tteokbokki, have been introduced.
To celebrate the opening of its first store in Thailand, bhc Chicken has prepared a special event where the first 100 customers visiting the bhc CentralWorld Branch will receive bhc gift certificates worth up to 400,000 KRW. Furthermore, promotions offering various prizes such as character eco bags and bhc gift certificates based on purchase amounts have also been arranged.
A bhc Chicken representative stated, “With our entry into Thailand as a starting point, we will solidify our position in the Southeast Asian market. We plan to expand our market not only in Southeast Asia but also in North America, where we entered last year, to continue the popularity and reputation of K-chicken and become the world’s largest global dining company in name and reality.”
Meanwhile, bhc Chicken opened a Hong Kong branch in 2018 as a testbed for Southeast Asian expansion, and subsequently opened three stores in Singapore and six stores in Malaysia through a master franchise agreement with local companies. The newly opened first store in Thailand is the 11th store in Southeast Asia. Including the Farmers Market store in Los Angeles, USA, bhc Chicken currently operates a total of 12 overseas stores across five countries.
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