BonChon opens 1st Cebu branch

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Thursday, September 27, 2012


BONCHON Chicken Philippines is targeting the setting up of 40 stores nationwide by yearend. The company also targets to open 40 branches by 2013.

BonChon Chicken is part of an international chain that serves Korean fried chicken.

BonChon Philippine’s managing director Scott Tan said the company’s upbeat expansion in the services sector is bolstered by the positive market acceptance of the brand since its first store opened in November 2010.

He said the thriving economy of the country as well as the continued demand in the services sector, such as food, prompted them to expand their operations outside Metro Manila.

BonChon Philippines opened its 29th store in The Terraces, Ayala Center Cebu, through its Cebuano business partner Avalon Scion Foods Corp.

BonChon-Cebu is the firm’s second expansion outside Metro Manila. The company opened its Davao branch last year.

Partner

“It took us a long time to expand in Cebu because aside from finding the right location, it was crucial to find the best partners that would help us actualize our vision. We wanted to work with people who fit the culture of the company,” Tan said.

He said they screened a lot of franchise applicants.

Tan is the master franchisee of BonChon in the Philippines. The chain started in Seoul, Korea in 2002 and expanded in New York in 2007. BonChon International opened stores in San Francisco, Boston, Virginia and New Jersey.

Its success in the United States paved the way for the restaurant chain’s international expansion in Bangkok, Manila, Jakarta, Singapore and soon in Brunei.

Majority or 27 of the branches of BonChon Philippines are located in Metro Manila.

The restaurant is famous for its crispy chicken cooked the Korean way. It also offers seafood, the traditional Korean bulgogiis, crisp salads and the BonChon’s Ko-Yo or the Korean yogurt.

Avalon Scion Foods Corp. president Steven Yu said the entry of BonChon in Cebu will improve its image as international destination.

“The brand will help Cebu enrich its food culture and evolve to become a truly cosmopolitan city,” Yu said during the restaurant’s media launch on Tuesday. “Cebu is known for its sophisticated taste and BonChon, having been recognized internationally, has perfectly fit in the culture of Cebuanos,” he said.

Yu, who also manages other global brands, believes BonChon here will be a big hit.

More branches

He said Avalon Scion Foods Corp. will open two more branches in Cebu in 2013. BonChon is Yu’s first foray in the food business.

BonChon’s franchise cost, according to Tan, ranges from P10 million to P13 million.

Tan said the company will continue to reinvent BonChon in the Philippines by introducing more food choices for the growing market.

“BonChon Philippines is in constant communication with other branches abroad to sustain our footing in the Philippine market,” he said.

In contrast to the sports bar setup in the US, the Philippine store concept, according to Tan, is a quick casual restaurant that is “welcoming” for the whole family and group of friends.

He said this innovation has proven to be the “best practice” that has been adopted by other international stores. BonChon means “original village” in Korean.

Published in the Sun.Star Cebu newspaper on September 28, 2012.

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