BHC Chicken launches flagship location at The Well in Toronto (Interview/Photos)

Dining Brands Group (formerly BHC Group), a leading Korean food and beverage company known for its diverse portfolio of brands, has launched its first North American flagship store for its renowned fried chicken brand, BHC Chicken at The Well, located at 486 Front St W, Toronto.

David Song, CEO of BHC Chicken, said it is Korea’s leading chicken brand.

“Just over 10 years ago, BHC Chicken ranked around 10th in the industry, but through continuous innovation—such as developing new menu items and practicing cooperative management with franchisees—it has grown rapidly. In 2022, BHC Chicken surpassed $400 million in sales for the first time, becoming the No. 1 brand in the industry. Last year, it maintained its top position in sales for the second consecutive year, firmly establishing itself as Korea’s premier chicken brand,” he said.

“BHC Chicken has made three promises to achieve customer satisfaction on its way to the top: “Better taste,” “Better cleanliness,” and “Better service.” First, to offer “better-tasting” chicken, BHC Chicken focuses on developing new menu items. Each year, the brand releases more than two new menu items, providing customers with exciting new flavors while giving franchisees opportunities to boost sales.

“One such innovation is BHC Chicken’s signature menu, “Bburinkle,” which revolutionized the chicken industry. Following this success, BHC introduced other hit items like “Matcho King,” “Gold King,” “Mabeokle,” and the popular “Cheese Balls,” writing a success story of iconic dishes in Korea’s chicken industry. BHC Chicken continues to develop innovative menu items through relentless research at the BHC Group’s R&D centre.”

BHC stands for “Better Happier Choice.”

Song said the company operates about 2,200 stores in South Korea and a total of 23 global stores across six countries, including Canada, the United States, Hong Kong, Singapore, Malaysia, and Thailand. The Toronto flagship restaurant is BHC’s first location in Canada.

“Toronto is the largest city in Canada and serves as the country’s economic and cultural hub. It is also one of the largest financial cities in North America,” he said.

“The Toronto store is approximately 2,560 square feet and has around 90 seats. The Well is located in a newly trending area in downtown Toronto, making it a hot spot.

“We are currently seeking potential locations for additional openings. Company-owned stores will be limited to flagship locations, with plans to expand through franchising in the future.”

The Toronto restaurant will be serving the brand’s signature fried chicken dishes such as Bburinkle and Matcho King, along with popular Korean foods like Tteokbokki. The menu will also include items tailored to local tastes, such as Chicken Lasagna, Sandwiches, and Poutine, to cater to the Toronto market.

Dining Brands Group Co., Ltd. is the new name for BHC Co., Ltd., a global comprehensive dining company that operates various brands including the casual dining restaurant Outback Steakhouse, the premium Korean beef specialty restaurant Changgo 43, Korea’s leading chicken brand BHC Chicken, and other brands such as Keunmam Halmae Koean Restaurant and Super Duper. By the end of this year, it plans to operate 30 stores in seven countries, with further expansion to 500 stores across 11 countries within the next five years.

“Fried chicken, with its juicy and tender meat, rich flavors, and crispy coating, creates an ideal balance of taste that is loved not only in Korea but worldwide. BHC Chicken’s fried chicken is a timeless favourite, enjoying steady popularity both domestically and internationally. It is particularly well-received in countries like the United States, Singapore, Thailand, and more. In addition, BHC Chicken’s “Hot Fried Chicken,” a product developed with the brand’s unique technology, has seen a surge in sales in the Korean market. Without any sauce, “Hot Fried Chicken” uses a spicy seasoning to create a distinctive, bold flavor, appealing to consumers who prefer a crispy, spicy fried chicken without sauce,” said Song.

“Lastly, BHC Chicken’s “Bburinkle,” an innovative product that set a new trend in the chicken industry, remains the top-selling item, enjoying overwhelming popularity. First introduced to the Korean market in 2014, “Bburinkle” is celebrating its 10th anniversary this year. This new-concept chicken, featuring a special cheese seasoning developed by BHC Chicken, is paired with a sweet-and-sour “Bburinkle” dipping sauce, offering a fun and unique eating experience. By creating a new category in the Korean chicken market, previously dominated by traditional fried and seasoned chicken, “Bburinkle” continues to receive immense love to this day.”