bhc's outlet inside H Mart in San Francisco / Courtesy of bhc

To conquer the hypercompetitive American appetite for Korean fried chicken, one of Korea’s largest food service giants is trying a more pedestrian strategy: setting up shop next to the grocery aisles.

The major Korean chain bhc opened its first outlet inside H Mart’s San Francisco outpost, marking the brand’s debut within the largest Asian supermarket network in the United States.

Occupying a modest 440 square feet in the store’s bustling food court, the counter-and-kiosk operation is bhc’s first food-court-style location in the country, adding to the full-service and fast-casual restaurants it already operates. The location, which opened in early May, is also the company’s first foothold in San Francisco. Since its launch, the outlet has drawn steady lines, the company said.

H Mart operates more than 100 stores across the United States, serving both a large diaspora and a swelling base of non-Korean consumers drawn to the country’s culinary exports. For bhc, setting up inside the grocery giant allows it to capitalize on existing foot traffic.

“By opening inside a high-traffic supermarket, more customers can experience our menu in an everyday setting,” said Brian Shin, the head of bhc’s U.S. operations.

Adapting to American dining habits, the food court menu leans heavily into finger foods, centering on wings and tenders available in four varieties, including its top-selling "Bburinkle" — a cheese-and-vegetable-powdered coating. To capture a market partial to dipping culture, the chain introduced four exclusive sauces, including its sweet-and-savory Matchoking and a spicy Bburingmayo. Traditional whole-chicken portions and Korean comfort staples like kimchi fried rice, instant noodles and cheese buldak are also on offer.

The parent company, Dining Brands Group, enters a crowded U.S. landscape where rivals like Bonchon have already spent years establishing a footprint. But bhc — which operates 47 locations across eight countries, including Canada and Singapore — views the grocery tie-in as a crucial pipeline for growth. Following its 2023 U.S. debut, the company said it plans to expand its presence in other H Mart locations nationwide.

This article was published with the assistance of generative AI and edited by The Korea Times.

Source: Korea Times News