BHC

What BHC does

BHC is South Korea's largest fried chicken restaurant franchise, operating under parent company Dining Brands Group. Founded in 1997 as "Star One Chicken," the company rebranded and grew to over 2,000 franchise stores nationwide, becoming the first chicken brand in Korea to surpass 500 billion KRW (~$370M USD) in annual sales in 2023 and claiming 8 consecutive years as the #1 brand value in the Korean chicken restaurant segment. The company's menu portfolio is anchored by signature lines: Bburinkle (launched 2014, 100M+ cumulative units sold), the King Series (Gold King, Soy Garlic King, Kwassak King, Hot Gold King), Hot Series, Colpop (launched 1999), and Matjok (launched 2015). New menu items undergo 6-7 months of R&D with testing on over 1,000 chickens per item.

BHC generates revenue primarily through franchise fees/royalties and product sales to its 2,000+ franchisee network via its industry-largest integrated logistics infrastructure, supplemented by e-coupon and gift sales through Kakao Gift, Naver, Auction, 11st, SSG, Gmarket, and corporate B2B channels (Daou Technology, Kookmin Premium Marketing, KTR). The franchise system is supported by an in-house R&D center, the proprietary QCS (Quality, Clean, Service) 1:1 store management system staffed by HQ professionals, a Hanam Education Center for 4-night/5-day franchisee training, and the TuiiBot automated frying robot jointly developed with Bear Robotics (an LG Electronics subsidiary), deployed across 40 stores as of January 2026. International operations span 8+ markets: US, Canada, Hong Kong, Singapore, Malaysia, Thailand, Taiwan, and Vietnam (entered May 2026 via master franchise with Hao Open Foods, targeting 50 stores), with the Philippines planned for later 2026.

The company's geographic expansion strategy bifurcates by market maturity: in Korea and established Asian markets it uses direct master franchise/licensing partnerships with regional operators; in the US it is testing an embedded retail format by placing food-court outlets inside H Mart supermarkets (first location opened in San Francisco in May 2026 as a 440 sq ft food-court space) to leverage existing grocery foot traffic rather than competing for standalone restaurant real estate against entrenched players like Bonchon. CEO Song Ho-seop leads the company, which is privately held under Dining Brands Group alongside sister brands OUTBACK, Warehouse 43, Geunmane Halmae Sundubu, and Gram Gram.

Name

BHC

Legal name

다이닝브랜즈그룹 주식회사

Website

https://bhc.co.kr

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

BHC is South Korea's largest fried chicken restaurant franchise, operating 2,000+ stores domestically and expanding across 8+ international markets including the US, Canada, and Southeast Asia, generating revenue through franchise fees, product supply, and e-coupon sales under parent Dining Brands Group.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurant Franchise

NAICS

Meat Retailers (445240)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Poultry Shops (CRAHAHAD)

Keywords

• Fried chicken franchise
• Korean fried chicken
• Quick-service restaurant
• Chicken restaurant chain
• Franchise food service

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Franchise Fees and Royalties: BHC generates revenue through franchise fees from individual franchisees who open stores under the BHC brand. The company provides comprehensive support including training (4 nights, 5 days at Hanam Education Center), R&D, logistics, and ongoing operational management through its QCS system. Franchise opening takes approximately 40-50 days from contract to launch.
2. Product Sales to Franchisees: BHC supplies franchise stores with proprietary ingredients, packaging, and branded products through its large-scale integrated logistics infrastructure. The logistics center operates brand-integrated delivery systems with strict quality control.
3. E-Coupon and Digital Gift Sales: BHC sells mobile e-coupons (mobile exchange vouchers) through multiple platforms including Kakao Gift, Naver Smart Store, Auction, 11st, SSG, and Gmarket. Coupons can be redeemed for chicken and other menu items at any of the 2,000+ franchise locations nationwide. The company also offers bulk/corporate e-coupon purchasing for employee welfare, customer gifts, and event prizes through partners like Adcon, Kookmin Premium Marketing, and KTR.
4. International Licensing and Master Franchise Fees: BHC earns licensing and master franchise fees from international partners. In Vietnam, a master franchise agreement with Singapore-based Hao Open Foods targets 50 stores across major cities. Hao Open Foods already operates BHC franchises in Singapore and manages distribution networks across Southeast Asia. BHC currently operates in eight overseas markets including USA, Canada, Hong Kong, Singapore, Malaysia, Thailand, and Taiwan, with Vietnam and the Philippines expanding the international footprint.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

BHC operates Korea's leading fried chicken franchise chain under parent company Dining Brands Group, with over 2,000 franchise stores nationwide selling signature menu items including Bburinkle, King Series, Hot Series, and Colpop. The company provides comprehensive franchise support through its QCS (Quality, Clean, Service) management system, proprietary R&D center, and industry-leading integrated logistics infrastructure. Revenue is generated through consumer food sales, franchise fees and royalties, product supply to franchisees, e-coupon digital sales, and international master franchise licensing across 8+ overseas markets.

Product overview

BHC is Korea's leading fried chicken restaurant franchise operated by Dining Brands Group (다이닝브랜즈그룹). The company operates a multi-product portfolio centered around its signature chicken offerings, organized into key product lines: Bburinkle (뿌링클) as its iconic signature item launched in 2014; the King Series (킹 시리즈) featuring premium variants like Gold King, Hot Gold King, Soy Garlic King, and Kwassak King; Hot Series for spicy chicken; and Colpop for popcorn-style chicken. Beyond core chicken products, BHC offers side dishes, an HMR (Home Meal Replacement) line, and e-coupon gift services. The company provides franchise support through a comprehensive QCS (Quality, Clean, Service) management system and operates over 2,000 franchise stores. Internationally, BHC has expanded to 8+ overseas markets including the US, Canada, Hong Kong, Singapore, Malaysia, Thailand, Taiwan, and Vietnam. The company has also invested in technology innovation including the TuiiBot automated frying robot developed with Bear Robotics (LG Electronics subsidiary).

Differentiator

Problem solved

Functional benefit

Brands

• Bburinkle (뿌링클): Signature menu line featuring seasoned fried chicken with special sauce and powder, launched in 2014
• King Series (킹 시리즈)
• Hot Series (핫 시리즈)
• Colpop (콜팝)

Products and services

• Bburinkle (뿌링클) BHC's signature fried chicken menu featuring a proprietary blend of sweet, spicy, and savory flavors with a unique sauce coating. Targeted at individual consumers, families, and groups for dine-in, takeout, and delivery. Surpassed 100 million cumulative units sold by its 10th anniversary in 2024.
• King Series (킹 시리즈) Premium chicken product line including Gold King, Hot Gold King, Soy Garlic King (launched January 2026), and Kwassak King. Features proprietary batter mixes and signature sauce variations. Targeted at consumers seeking premium fried chicken offerings.
• Hot Series (핫 시리즈) Spicy fried chicken product line featuring multiple heat levels and flavor profiles. Targeted at consumers seeking spicy chicken options for dine-in, takeout, and delivery.
• Colpop (콜팝) Popcorn-style bite-sized crispy chicken pieces. One of BHC's original and longest-running menu items since 1999, targeted at consumers and groups seeking shareable chicken snacks.
• Matjok (맵초킹) Signature menu item featuring seasoned fried chicken with a unique sweet and savory flavor profile. Launched in 2015, targeted at consumers seeking alternative flavor profiles beyond traditional fried chicken.
• BHC HMR (Home Meal Replacement) Ready-to-eat home meal replacement product line launched in 2021, extending BHC's restaurant experience into retail and at-home consumption. Targeted at consumers seeking convenient restaurant-quality meals at home.
• BHC E-Coupon (모바일교환권) Mobile gift certificate service allowing customers to purchase and gift chicken coupons redeemable at any of 2,000+ BHC stores nationwide. Available via BHC app, website, and third-party platforms (Kakao Gift, Naver Smart Store, Auction, 11st, SSG, Gmarket). Targeted at individual consumers for gifting and at corporate customers for employee welfare and event prizes.
• BHC Franchise System Franchise program offering entrepreneurs the rights to operate BHC chicken restaurants. Includes comprehensive support: 4-night/5-day training at Hanam Education Center, R&D, integrated logistics, QCS management, and marketing support. Over 2,000 franchise stores operating under this system. New store opening from contract to launch takes approximately 40-50 days.

Quantifiable outcome

• First chicken brand in Korea to surpass 500 billion KRW in annual sales (2023)
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• H Mart (USA)flagshipChannel Partner/ Reseller/ Distributor · 28 May 2026BHC opened its first U.S. outlet inside an H Mart supermarket in San Francisco in early May 2026 — the largest Asian supermarket network in the United States. The 440-square-foot food-court location is BHC's first foothold in San Francisco and represents a new market entry strategy leveraging existing grocery foot traffic rather than traditional standalone restaurants. Dining Brands Group plans to expand this format to additional H Mart locations nationwide, targeting growth in the competitive U.S. market where competitors like Bonchon have established presence.
• Hao Open Foods (Singapore)flagshipStrategic or Co-development Partner · 8 May 2026BHC signed a master franchise agreement with Singapore-based Hao Open Foods for expansion into Vietnam, targeting 50 stores across major cities including Hanoi, Ho Chi Minh City, and Da Nang within the next decade. Hao Open Foods already operates BHC franchises in Singapore and manages distribution networks across Southeast Asia, bringing local market expertise, supply chain infrastructure, and operational capability to the partnership. The Philippines is also planned for later in 2026.
• Baemin (Delivery Platform)coreChannel Partner/ Reseller/ Distributor · 1 March 2024BHC chicken products are available through Baemin (Baemin), one of Korea's leading food delivery platforms. Baemin began accepting foreign credit cards starting March 2024, which drove a 370% year-over-year surge in foreign user orders in Q1 2026. Baemin's Q1 2026 payment volume reached 14 times the level of April 2025. Bburinkle chicken was among the most popular items ordered by foreign Baemin users in Korea during March-April 2026.
• Bear Robotics (LG Electronics subsidiary)coreTechnology or Integration · 1 January 2024BHC jointly developed the TuiiBot automated frying robot with Bear Robotics, an LG Electronics subsidiary. The robot automates the entire frying process including the critical shaking step, ensuring consistent crispness and juiciness regardless of operator, and reduces kitchen pollutants. The partnership was formalized with an MOU between BHC and LG Electronics. By January 2026, TuiiBot was deployed to 40 stores nationwide, representing BHC's most significant technology partnership for addressing staffing challenges and operational efficiency.
• Kakao Gift, Naver Smart Store, Auction, 11st, SSG, Gmarket (E-Coupon Sales Platforms)coreChannel Partner/ Reseller/ DistributorBHC e-coupons are available for purchase through multiple major Korean e-commerce and gifting platforms including Kakao Gift, Naver Smart Store, Auction, 11st, SSG, and Gmarket. These platforms enable BHC to reach consumers through established digital commerce channels, facilitating gifting, corporate purchases, and individual buy-now-use-later transactions redeemable at any of 2,000+ BHC stores nationwide.
• Daou Technology, Kookmin Premium Marketing, KTR (Corporate E-Coupon Partners)coreGTM or Marketing PartnerBHC partners with three certified corporate e-coupon issuers for B2B sales: Daou Technology (주식회사 다우기술), Kookmin Premium Marketing (주식회사 쿠프마케팅), and KTR/KT Alpha (주식회사 케이티알파). These partners provide enterprise-grade services including bulk coupon issuance, API integration, and corporate center support, enabling BHC to serve corporate employee welfare, customer gifts, and event prize markets.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Kyochon F&B: One of Korea's largest fried chicken franchise chains with strong brand recognition and direct head-to-head competition with BHC in both Korea and international markets including the US.
• Genesis BBQ (BBQ Chicken): Major Korean fried chicken franchise and direct competitor to BHC, with overlapping product lines (fried chicken, signature sauces) and international footprint.
• Pelicana Chicken: Long-established Korean fried chicken franchise chain competing directly with BHC on price, menu variety, and franchise scale in the domestic market.
• Nene Chicken: Major Korean fried chicken QSR chain with comparable franchise model and product positioning; competes with BHC across dine-in, delivery, and takeout.
• Bonchon: Korean-origin fried chicken chain with the strongest established US presence; competes with BHC's H Mart food-court expansion strategy in the American market.
• Goobne Chicken: Korean oven-roasted (not fried) chicken chain offering a differentiated but adjacent category; competes with BHC for the same chicken-eating occasion and franchisee talent.
• Mom's Touch: Korean QSR chain with broader menu (chicken, burgers, sides) and growing franchise footprint; competes for franchisee recruitment and consumer dining occasions.

Broad incumbents

• Lotteria: Korea's largest homegrown QSR chain (operated by Lotte) offering burgers and chicken; broader incumbent competing for the same limited-service restaurant occasions as BHC.
• Domino's Pizza Korea: Major international QSR franchise in Korea competing for delivery occasions and franchisee pool; not a direct chicken competitor but adjacent in the delivery-led QSR category.

Others

• Dining Brands Group (parent): BHC's parent holding company that also operates OUTBACK Steakhouse, 창고43, 큰맘할매순대국, and 그램그램; relevant as the corporate parent and for cross-brand synergy comparisons.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@bhcchicken
• Facebookfacebook.com/bhcchicken
• Instagraminstagram.com/bhc_chicken_official/?igshid=16tcbhequ830e

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BHC