BHC is ramping up its presence in the U.S. market with the grand opening of its 10th store in Irvine, California.

Dining Brands Group announced on Monday that BHC, the popular chicken chain, has launched its latest outlet in the food court of H Mart's Irvine location last month. This marks their second food court-style restaurant, following the success of their San Francisco H Mart location.

The new spot spans approximately 33 square meters (about 355 square feet) and features both counter service and self-order kiosks. Situated in a prime location near a bustling shopping center and various accommodations, and a stone's throw from John Wayne Airport, the area boasts high foot traffic. The company proudly reported that opening day sales soared past 10 million KRW (about 7,065 USD), with eager customers forming long queues outside the store.

The menu is a crowd-pleaser, offering combo meals centered around the locally adored wings and tenders, alongside mouthwatering sides like cheese balls and crispy fries. In a nod to American tastes, they've introduced specialty items such as crispy buns and sandwiches, complemented by an array of eight dipping sauces that cater to the U.S. love for condiments.

For those craving a taste of Korea, the menu also features K-food favorites like kimchi fried rice and ramen. Embracing the American tradition of communal dining, BHC has crafted shareable platter options that combine their signature chicken with cheese balls, tteokbokki, and refreshing beverages.

Brian Shin, Chief Executive Officer (CEO) of BHC USA, expressed his enthusiasm: The H Mart Irvine location is a game-changer. It's not just another store; it's a convenient gateway for customers to experience BHC's flavors right in the heart of a bustling food court. This strategic move is key to boosting the brand visibility and accessibility in the U.S. market.

BHC isn't stopping at domestic success – they're spreading their wings globally. Their expansion strategy is all about adaptability, offering a mix of restaurant-style, fast-food, and food court locations tailored to local tastes and market demands. By introducing localized menu items, they're aiming to win over diverse palates and broaden their customer base. Currently, BHC's international footprint includes 50 stores across nine countries, spanning from North America to Asia, with locations in the U.S., Canada, Hong Kong, Thailand, Singapore, and the Philippines.

BHC is ramping up its presence in the U.S. market with the grand opening of its 10th store …

BHC Expands in the U.S.: What to Expect from Their New Irvine Food Court Location?