BHC (Better & Happier Choice Chicken), the chicken brand of Dining Brands Group, announced on Thursday that it has opened a location in H Mart, the largest Asian supermarket chain in the U.S.
H Mart operates over 100 stores across the country, serving as a hub for both Korean-Americans and local residents to experience K-food.
The new outlet, BHC’s first in the San Francisco area, is located in the food court of H Mart’s San Francisco branch, occupying approximately 445 square feet.
This marks BHC’s first food court-style location in the U.S. market, following their existing restaurant and fast-food formats. They’ve implemented a quick and efficient ordering system using counters and kiosks.
The menu features four varieties of chicken wings and tenders, which are popular among local customers: Classic Fried, Hot Fried, Bburinkle, and Hot Bburinkle. Catering to the American dipping culture, they’ve introduced new sauces like Matcho King, Red King, Hot Bburinkle Mayo, and Bburinkle Mayo, in addition to their standard offerings.
Customers can also enjoy half and whole chicken options, including the best-selling Bburinkle flavor in the U.S. The menu also features a variety of Korean dishes such as kimchi fried rice, ramen, fish cake soup, cheese spicy chicken, and chicken rice bowls.
Since opening in early May, BHC has received positive customer feedback, with weekend sales exceeding about 6,550 USD.
Brian Shin, Chief Executive Officer (CEO) of BHC in the U.S., stated that by locating in a large, easily accessible supermarket, they’re making it more convenient for customers to experience BHC’s menu in their everyday lives.
Since launching its U.S. expansion with its first store in Los Angeles in February 2023, BHC has grown to operate over 100 locations, including in San Diego.
The company has also expanded internationally, with locations in Canada, Hong Kong, Singapore, Malaysia, and Thailand.