bhc, a chicken brand operated by Dining Brands Group Co., said on the 3rd it opened its first store in the Philippines.
bhc's Philippines store opened at "SM North EDSA," a large shopping mall in Quezon City, Manila.
bhc said it plans to expand brand experiences based on a prime location with strong access to local consumers and raise its profile in the Philippines market. Chief Executive Song Ho-seop of Dining Brands Group Co. attended the opening ceremony on the 29th.
The new store covers about 52 pyeong with a total of 86 seats, and, reflecting the characteristics of mall locations where dwell time is not long, adopted a Limited-Service Restaurant (LSR) model for more efficient ordering and in-store use. Food is cooked and served immediately as soon as customers place their orders.
The menu includes fried and seasoned chicken along with bhc's signature items—Bburinkle, Hot Bburinkle, Macho King, and Red King—and six sauces that pair well with chicken. It also offers meal-type combo sets centered on chicken pieces, reflecting food culture in the Philippines and the broader Southeast Asia region.
In particular, it is introducing Filipino-style spaghetti for the first time, which shows high preference among locals and tourists. In addition, bhc said it strengthened brand touchpoints by offering three chicken burgers and sides such as cheese balls, as well as japchae, tteokbokki, and rosé tteokbokki tailored for local customers.
Nam Hwa-yeon, head of overseas business at Dining Brands Group Co., said, "The Philippines is a market with a developed dining-out culture and active chicken consumption, so we strategically built the menu lineup to reflect local food culture and dining patterns," adding, "Starting with the first store in the Philippines, we plan to continuously expand customer touchpoints by showcasing bhc's differentiated taste and brand experience."