On the 24th, the chicken franchise bhc announced the opening of its fourth store in the United States, the second franchise location named "bhc Rancho Bernardo," in the San Diego area.
The bhc Rancho Bernardo store is located in the center of Rancho Bernardo, in the city of San Diego, southern California. Rancho Bernardo is home to more than 40,000 residents of various ethnicities, including whites and Asians.
The bhc Rancho Bernardo store covers an area of approximately 120㎡ (36 pyeong). It focuses on delivery and takeout services. During the daytime, it operates under a Limited-Service Restaurant (LSR) system, where food is prepared and served immediately after the consumer places an order. Conversely, in the evening, it transforms into a Full-Service Restaurant (FSR) format, allowing families, friends, or couples to enjoy a comfortable dining experience.
Following the Rancho Bernardo store, bhc plans to open additional locations in Carlsbad and Riverside in the San Diego area within this year.
"The localized strategy tailored to the U.S. market, including unit size chicken and platter menus, has received positive feedback from local consumers," said a bhc official, adding, "We will intensify our efforts to target the North American market through franchises and direct stores as our two pillars."
Currently, bhc operates a total of 29 stores across seven countries, including those in the U.S. such as the direct-owned LA Farmers Market and Chapman Plaza locations, the first franchise store in San Diego Sorrento Valley, and the second franchise store in Rancho Bernardo.