BBQ Opens Delivery and Takeout-Only Store in Vietnam, the 'Country of Motorcycles'

Opening the First BSK Store in Southeast Asia to Target the Market
Vietnam's Delivery Market Rapidly Grows After COVID-19

BBQ has launched its first delivery and takeout specialized BSK (BBQ Smart Kitchen) store in Vietnam, marking its entry into the Southeast Asian market.

Chicken franchise GenesisBBQ Group announced on the 16th that it recently opened the 'BBQ Gardenia Branch' in the commercial area of the premium apartment complex 'Vinhome Gardenia' in Hanoi, the capital of Vietnam.

BBQ has opened a delivery and takeout specialty store in Hanoi, Vietnam.

According to the 'Southeast Asia Food Delivery Activity Report' by global market research firm Momentum Works, the size of food delivery orders on platforms in Vietnam reached $1.4 billion (approximately 1.9 trillion KRW) last year. This represents a 30% increase compared to the previous year, with the Vietnamese food delivery market experiencing rapid growth every year since the COVID-19 pandemic.

With a motorcycle ownership rate of 70%, Vietnam is expected to see further expansion in food packaging and delivery culture. BBQ opened a BSK-type store in the Gardenia apartment complex through strategic commercial area analysis in response to the anticipated growth of the Vietnamese delivery market.

The commercial area where the store opened is densely populated not only by apartment residents but also by nearby universities, international schools, hospitals, and office complexes, resulting in more delivery and takeout customers than walk-in customers. Through this store, BBQ plans to conduct various promotions to expand BSK in Vietnam and other Southeast Asian regions where motorcycle culture is well developed.

Popular BBQ menu items in Vietnam include Golden Olive Chicken, Secret Seasoned Chicken, and Jamaican Sausage and Rice Cake Chicken. Although the BBQ Gardenia Branch is a small store with an area of about 22㎡ (7 pyeong), it plans to develop these popular and additional menu items to expand delivery and takeout services.

Last year, BBQ accelerated its expansion in the Southeast Asian market by opening new stores in major commercial areas such as Da Nang and Hanoi in Vietnam. Moving forward, BBQ plans to expand mainly caf?-type stores selling Korean dishes such as chicken, kimchi fried rice, soft tofu stew, and tteokbokki, while also increasing the number of BSK-type store openings according to the characteristics of each commercial area.

A BBQ official stated, "As the Vietnamese delivery market is growing uniquely among Southeast Asian countries, we have introduced the BSK model for the first time in the capital of Vietnam. We will continue to develop the most suitable store models for local conditions through market analysis tailored to each country’s characteristics, rapidly expanding the market and growing as a leading company in K-food."