BBQ is accelerating its local expansion by opening large stores one after another in key commercial districts of Hanoi in the north and Ho Chi Minh City in the south.
On the 27th, Genesis BBQ Group said it opened the 50-pyeong BBQ Green Star store in the Pham Van Dong area of Hanoi, followed by the 45-pyeong BBQ Mi Duc store in the Phu My Hung new city in District 7 of Ho Chi Minh City and the 35-pyeong BBQ Thai Hoc store on Nguyen Thai Hoc Street in District 1.
In May, BBQ unveiled its first southern store in Phan Xich Long, a leading dining district in the Phu Nhuan area of Ho Chi Minh City. About two months later, it added the Mi Duc and Thai Hoc stores, increasing the number of Ho Chi Minh locations to three.
BBQ is expanding its brand foothold with large stores in major consumer districts of Hanoi and Ho Chi Minh City. Its strategy is to target upper-middle-class residential areas and large apartment-backed commercial zones in the north, and major commercial and tourist districts such as Phan Xich Long, Phu My Hung new city, and Nguyen Thai Hoc Street in the south.
The Hanoi Green Star store is located in the Pham Van Dong area, where residential apartment complexes are concentrated. It sits at the heart of a lifestyle zone that blends upper-middle-class residential areas with commercial facilities, and, leveraging its front plaza and accessibility, focuses on families and local residents as its main customer base.
Mi Duc, the second Ho Chi Minh store, is 45 pyeong with 84 seats. Phu My Hung new city, where the store is located, is a flagship planned city of Ho Chi Minh City and an international residential area, known for a high concentration of foreign residents and high-income consumers and strong dining-out demand.
Thai Hoc, the third Ho Chi Minh store, is 35 pyeong with 48 seats. Located near Ben Thanh Market and the backpacker street in District 1 of Ho Chi Minh City, BBQ expects it will secure a diverse customer base, including domestic and international tourists and local office workers.
Configuring all new stores as large locations of 35 to 50 pyeong appears to be a strategy to establish them not just as delivery and takeout-focused chicken outlets but as dining spaces where local customers can enjoy meals and gatherings. Along with chicken, the stores will sell Korean food, pizza, and burgers to draw demand from a wide range of customers, including families, tourists, and office workers.
The new stores sell Golden Fried Chicken, Secret Sauce Chicken, and the Southeast Asia-limited UFO Chicken. They also offer Korean dishes such as tteokbokki, japchae, and kimchi fried rice, as well as pizza, chicken burgers, and salads.
BBQ currently operates more than 40 stores in Vietnam. It plans to continue opening locations tailored to consumer characteristics and commercial districts in major cities, strengthening its push into Southeast Asian markets, including Vietnam.
A BBQ official said, "We are strengthening our business base in Vietnam by expanding our brand foothold around the core commercial districts of Hanoi and Ho Chi Minh City," and added, "We will continue to enhance brand competitiveness around strategic districts in major cities and expand in the Southeast Asian market."