Bonchon stays in the Korean fried chicken game in Vietnam

Despite continued industry challenges as a result of the pandemic, Bonchon retained its strong year-to-date sales performance. In October, the company registered a 76% same-store sales increase compared to 2021. Bonchon has 15% same-store sales as of Dec. 25, 2021.

“Sales growth has steadily increased due to strategic enhancements in operations, supply chain, and technological innovation. These strategic shifts have not only allowed Bonchon to build our revenue even further, but also to continue expanding our footprint with new openings across Vietnam,” said Bonchon Vietnam CEO, Mark Kim.

A Bonchon’s restaurant in Ho Chi Minh City. Photo by Bonchon

Innovation of the store design as well as fine-tuning of the operating system also greatly contributed to Bonchon Vietnam’s performance.

The store’s innovation in terms of design boasts advantages in brand identity and introduces the image of our Bonchon stores to a younger, trendier customer base. In addition, simplified adjustment and focus on important factors in the operating system have enhanced service quality and customer experience across Bonchon stores nationwide.

Moreover, with the ability to enter the zeitgeist and respond quickly to market sensitivities, Bonchon Vietnam stayed in the game of the door-to-door delivery era by working closely with home delivery units. This particular delivery service adjustment brought about a significant source of revenue, accounting for 40% of Bonchon Vietnam’s monthly revenue in 2022.

Additional franchise support has been driven by the integration of newly acquired experienced team members and field business consultants who guide best practices, customer service, food quality, and menu strategy.

“In the next five years, we will be implementing ongoing strategic shifts in operations, the supply chain, and technological innovation to remain on the current growth trajectory,” Kim added.

Bonchon currently has nearly 400 stores worldwide. Photo by Bonchon

Bonchon is known for its signature made-to-order Korean fried chicken that is hand battered and double-fried to achieve its signature, crave-worthy crunch, and proprietary sauces crafted in the Bonchon global kitchen in Busan. Every piece of chicken is hand brushed to make each bite perfectly flavorful. Bonchon also offers an authentic Korean fusion menu with Bibimbap, Japchae, Bulgogi, and more.

Bonchon is well-known for its signature Korean double-fried chicken. Photo by Bonchon

Born in Busan, South Korea in 2002, Bonchon’s founder, Jinduk Seo, dreamed of sharing his favorite flavors with the world. Just four short years later, in 2006, Bonchon went on to establish itself in the U.S. The global franchise has been spreading its reach around the world ever since with a notable presence spanning nine countries with more than 400 locations. With no indication of slowing down, Bonchon has recently confirmed new development agreements in France and Australia.

In 2019, the brand continued to expand to Vietnam. In April 2022, Bonchon celebrated the opening of its ninth store and is preparing to welcome its 10th and 11th this November.