Experience-focused store blends menu, space and service

Customers can choose frying style, size and more

K-food menu including tteokbokki targets foreign tourists

Exterior of the bhc flagship store [bhc]
Exterior of the bhc flagship store [bhc]

bhc will open its first flagship store near Gangnam Station in Seoul on Aug. 4.

The experience-focused store integrates menu, space and service around the brand's heritage. It is designed to let customers enjoy bhc from lunch through dinner — moving beyond the traditional evening-centered "chimaek" (chicken and beer) culture to suit any occasion or preference throughout the day.

Under the concept "Crispy PICK," customers can customize their order by choosing the cut, flavor, frying style, size, seasoning and dipping sauce. The store will also debut exclusive menu items, including a "box menu" and a "platter menu."

The box menu centers on chicken and comes in meal, salad and crispy bun or burger configurations. The platter menu, loaded with chicken, cheese balls and seasoned potatoes, is designed for group dining.

The store's exterior is styled to evoke a suitcase, with graphic elements capturing bhc's menu and brand aesthetic covering the entire outer facade to create a trendy, visually striking look.

Inside, each of the three floors has a distinct operating concept reflecting the character of the Gangnam Station commercial district. The layout caters to a diverse mix of customers, including office workers, passersby, small-group diners and foreign tourists.

The third floor is dedicated to medium and large groups as well as foreign customers looking to experience Korean chicken and dining culture. It will serve a K-food menu featuring dishes such as broth-based tteokbokki, spicy fish cake stew, seasoned whelk salad and fried chicken neck.

bhc said it aims to use the flagship store to showcase the full breadth of dining experiences the brand offers, while expanding its reach to both domestic customers and international visitors seeking a taste of K-food.

Ahead of the official opening, bhc will begin accepting advance reservations on a first-come, first-served basis on Monday, with a preview event set for Aug. 2. Participants can expect perks including a build-your-own-chicken experience and welcome kits.

"This store was designed to let customers experience our menu, space and service in a more three-dimensional way, drawing on the brand assets bhc has built up over the years," a company official said. "We aim for it to become a new landmark representing Gangnam."


spa@heraldcorp.com