A 42-Seat Venue with a 'Festival Place' Concept
Enjoy Wings, Drumsticks, and Breast Meat like Ppurinkle and Machoking
"We Will Strengthen Our North American Market Strategy This Year"
bhc Chicken announced on the 12th that it has opened its third store in the United States and second directly operated store, the ‘Chapman Plaza Branch’ in LA.
Chapman Plaza is one of the landmarks located in the heart of LA Koreatown and was designated as a historic cultural monument by the City of LA in 1988. Recently, it has rapidly emerged as a popular spot for the younger generation to enjoy light dinners with drinks, and the area has become a vibrant commercial district with waiting lines at nearly all nearby stores.
(From left) Kyunghyun Kim, Senior Vice President of the LA Korean Chamber of Commerce; Zakaria Jauregui, Staffer for Michelle Steel, U.S. Representative for the 25th District; Bonghyun Kim, President of the LA Korean Chamber of Commerce; Hoseop Song, CEO of bhc; Suin Lee and Karen Bass, Staffers at the LA Mayor's Office, and other officials are posing together for a commemorative photo.
Occupying approximately 132㎡ (40 pyeong) with a total of 42 seats, the bhc Chapman Plaza Branch is designed with the concept of an ‘Urban Square Festival,’ featuring a bright and modern vintage pub style. The historic architectural style of Chapman Plaza is combined with bhc’s modern touch to create a vintage yet sophisticated store space. Especially in the patio area?‘Patio’ meaning courtyard in Spanish?red bricks, lighting, and landscaping were added to create an eye-catching design. Additionally, a signage (electronic display) featuring the bhc Chicken logo was installed above the patio so that the bhc store can be easily recognized from a distance.
The menu also reflects a differentiated strategy targeting the U.S. market. bhc Chicken’s signature dishes such as Bburinkle, Machoking, and Goldking can be enjoyed in five different parts?wings, drumsticks, breast, tenderloin, and thighs?instead of a whole chicken. Platters for 3 to 5 people were also added to increase menu variety.
Moreover, trendy K-food items such as Dakbokkeumtang (spicy braised chicken), Golbaengi Muchim (spicy whelk salad), Cheese Buldak (cheese spicy chicken), and Cheese Pajeon (cheese green onion pancake) are offered to cater to the tastes of customers visiting Koreatown.
The bhc Chapman Plaza Branch operates under an LSR (Limited-Service Restaurant) system, allowing customers to enjoy fresh food prepared immediately upon order in-store. During evening hours, FSR (Full Service Restaurant) service is provided so that families, friends, and acquaintances can enjoy their meals while conversing. Delivery and takeout orders are also available.
To celebrate the opening of the Chapman Plaza Branch, bhc Chicken is hosting various events including a photo zone, giveaways of bhc merchandise and menu coupons, and other abundant prizes. Additionally, visitors will receive a bhc K-Ta opening commemorative tote bag.
A bhc Chicken representative stated, “Following the opening of our first North American franchise store, the ‘San Diego Sorrento Valley Branch’ in May, we have quickly opened our second directly operated store, the ‘Chapman Plaza Branch,’ bringing the total number of stores in the U.S. to three. We plan to further accelerate our North American market expansion by opening franchise and directly operated stores such as the Carlsbad and Rancho Bernardo branches in San Diego County within this year.”
Meanwhile, bhc Chicken currently operates a total of 18 overseas stores in five countries including the U.S. directly operated stores ‘LA Farmers Market Branch’ and ‘Chapman Plaza Branch,’ the first franchise store in the U.S. ‘San Diego Sorrento Valley Branch,’ as well as locations in Hong Kong, Singapore, Malaysia, and Thailand, expanding its global presence.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
