On the afternoon of the 11th, a three-story building with a yellow metal exterior prominently displaying "bhc" caught attention within a five-minute walk from Seoul Subway Line 2's Gangnam Station. Upon entering, the scene differed sharply from typical chicken franchise outlets filled with patrons drinking beer. One side featured a cooking area for frying chicken, while the opposite side housed customer kiosks. A solo diner sat by the window enjoying a meal. The space resembled a burger franchise more than a traditional chicken shop.
The concept of bhc's newly opened flagship store at Gangnam Station on the 4th is "All-Day Chicken." It aims to provide a space where customers can enjoy chicken across various hours and scenarios—from late-night snacks and quick lunches to takeout orders and group gatherings. Launched to mark bhc's 30th anniversary, this store serves as a testbed for creating new consumption experiences for chicken.
Each floor of the flagship store features a distinct concept. The first floor targets office workers and passersby in the Gangnam Station area with space designed for quick takeout orders and solo meals. The second floor offers casual dining space for small groups, while the third floor caters to medium-to-large gatherings and domestic/international tourists. The menu includes single-serving boxes (rice, salad, crispy bun, etc.) alongside platter sets for two to three people. Additionally, eight K-food and side dish options—such as broth-style tteokbokki, spicy fish cake soup, and seasoned whelk—are available to pair with alcoholic beverages.
The core innovation is the customizable chicken "Crispy PICK." Customers can combine boneless meat, wings, frying styles, and six types of seasonings or sauces according to their preferences. While complex orders typically extend cooking times, bhc has adjusted its preparation method by applying sauces and seasonings directly during cooking.
Approximately 30% of visitors to this location are foreign tourists. Kim Hyo-sun, CEO of Dining Brands Group Ma Ke-ting-sil (SVP), remarked, "It's been about a week since opening, and I'm amazed by how many people find out about us." She further predicted, "As operations continue, the proportion of foreign tourists will likely increase."
On-site offerings included a single-serving platter featuring Kwaksakking chicken, boneless chicken, Kwaksak potatoes, and cheese balls. The two-person platter sold in-store consists of fried chicken, seasoned chicken, Pulling Chicken, Matchocking, three cheese balls, two crispy buns, coleslaw, Kwaksak potatoes, and sauces. Prices for the two-person platter range from 31,900 won to 33,900 won depending on whether boneless options are selected. The Kwaksakking burger is priced at 6,400 won.
Platters allow customers to enjoy various chicken and side dishes simultaneously, enabling personalized selections. The Kwaksakking burger combines the rich flavors typical of burgers—with buns and vegetables—alongside the crispy exterior and tender, chewy thigh meat characteristic of bhc's Kwaksakking chicken.
bhc plans to use this space as a testing ground for new services and menu items. Some newly introduced dishes, including burgers, are already being sold at select company-operated stores, with expansion planned based on customer feedback. The company also intends to open additional flagship stores in family-friendly locations such as department stores and shopping malls.
Executive Kim stated, "We aim to transform chicken into a casual dining menu option available at shopping malls and department stores where families visit on weekends." He added, "The flagship store represents one strategic response to growing demand for chicken."
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