At Landmark 81 in Ho Chi Minh City, Vietnam, there is a store where customers fill the seats from 11 a.m., which is early for lunchtime. This is about bhc's second store in Vietnam, the second location opened by the domestic chicken brand bhc in the country.
When visited on the 26th of last month, this place began to fill up an hour before lunchtime, and staff were busy moving around tables to take orders. Unlike in Korea, where menus are sold per whole bird, it was unusual that items were sold by part. The menu composition, including six popular chicken menus such as Bburing Chicken and Mat Chok King, along with tteokbokki (spicy rice cakes) and cheese balls, showed no difference from Korea. It was also similar in providing vinyl gloves so customers could eat hygienically and comfortably. A customer who took a photo to show off the chicken after their ordered menu arrived caught the eye.
The ability to order multiple small-quantity menus for the price of one whole bird is one of the reasons customers visit this place. A female customer in her 20s met on site said, "There is fun in being able to enjoy various flavors," and added, "Being able to try Korean food such as tteokbokki is also an advantage."
General Manager Ling Wei Jie Rayner stated, "Our main customer base ranges from 16 to 30 years old," and noted, "A spacious store and stylish interior are also factors that attract customers."
The taste was exactly the same as bhc enjoyed in Korea. A local official explained that they brought over the recipes applied in Korea as is. However, the size of the chicken was slightly larger than in Korea, and it had richer juices. General Manager Rayner said, "Although the price is somewhat higher compared to competitors, it is excellent in terms of taste and quality since we use refrigerated chicken."
Having confirmed positive reactions from Vietnamese consumers, bhc plans to accelerate its local market offensive. This is because they judge that the growth potential is large due to a young population and high interest in Korean food through K-content. The recent growth of the dining-out market centered on large complex shopping malls is also cited as an opportunity factor.
Nam Hwa-yeon, Head of Overseas Business Division at Dining Brands Group, said, "We are currently building a foundation centered on Ho Chi Minh City, and following the opening of our third store in November, we plan to expand to major cities such as Hanoi and Da Nang," adding, "We have a goal to operate 50 stores within 10 years."
In the process of opening stores, customer characteristics by commercial area are considered. The first store, which opened in September last year, is located in a densely populated residential area with many university students and family customers, while the second store is situated in an area where high-end residential complexes, hotels, and offices are gathered. This strategy aims to secure everyday dining-out demand from locals while raising brand awareness among tourists.
Local consumer characteristics were also reflected in store operations and marketing. They adopted the Limited Service Restaurant (LSR) operating model, where customers order at the counter and pick up their food directly, and conduct promotional activities centered on social media such as TikTok, which is popular among young consumers.
Head Nam stated, "Rather than rushing to increase the number of stores, we are focusing on building brand competitiveness in the long term," adding, "Based on the operational experience accumulated in Singapore, Thailand, Malaysia, and Indonesia, we will strive to establish ourselves as a beloved brand in Vietnam."
in LIVING
