Bhc, a chicken franchise brand operated by Dining Brands Group, said on the 19th that cumulative subscribers to its app topped 1.5 million. It came about seven months after a revamp in February.
Bhc cited the advancement of customer-tailored features and the success of new products as the drivers of its app's growth. Its "bhc app" currently offers various features to enhance customer convenience, including membership (Ppurremium, Ppurenze, Ppurini) discount coupons; quick order; E-coupon registration; gifting; and Ppuri Order, a prebooking function.
Bhc also noted that the popularity of the new product "Kwasak King" has contributed to the app's growth. Released in 2월, "Kwasak King" had sold a cumulative 3.4 million units as of early this month.
In particular, bhc analyzed that the app's popularity is also helping stabilize franchise operations. As direct orders through its own app have increased, delivery app intermediary fees have declined, aiding revenue stabilization, and a virtuous cycle is taking hold in which users' experience leads to loyalty to the company's app.
A bhc official said, "Our app is the brand's core platform that provides convenient benefits to customers and a stable operational base to franchisees," adding, "We will continue to enhance customized features based on customer information and, through a variety of app-centered brand experiences, achieve both consumer satisfaction and mutual growth with franchisees."