The chicken brand bhc of Dining Brands Group is accelerating its global expansion. Based on stable operations in existing major hubs such as the United States, Canada, Hong Kong, and Taiwan, it is continuing to make strategic inroads primarily in Southeast Asia and the Americas.
According to bhc, the fifth store in the United States is set to open as early as mid-July, and new stores will continuously open in Southeast Asia, including Thailand, Singapore, and Malaysia. There are also plans to open the first store in Indonesia in the second half of this year. This follows the signing of a master franchise (MF) agreement with the Nachin Group in Indonesia at the end of last year.
For the time being, bhc plans to expand into the southeastern region of the United States. After validating market suitability through directly operated and franchise stores already established in California, Los Angeles, and San Diego, it opened a second store in San Diego in February. Recently, it has further expanded its market reach by signing franchise agreements in five areas, including Gwinnett County, Suwanee, and Duluth in Georgia.
Expansion into new countries such as the Philippines is also being actively considered. This region has strong growth potential in the dining industry, especially with the K-food craze. It is expected that the localization strategy led by bhc's signature 'bbq butter' series will prove effective.
Nam Hwa-yeon, Executive Director of the Overseas Business Division at Dining Brands Group, noted, "Based on our experience and successful know-how in major overseas hubs, we are gradually establishing ourselves as a sustainable brand in the global market. Through a localization strategy that reflects consumer needs in each country we enter and a mutually beneficial franchise model, we will further solidify our position as a representative brand of K-chicken."