Bonchon's blend of tradition and innovation: A model for culinary excellence and franchise growth

Photograph: BonChon

In the world of fast-casual dining, innovation and authenticity often seem at odds. However, Bonchon, a global franchise specializing in Korean fried chicken, is a testament to the harmony of these elements. Founded in 2002 in Busan, South Korea, by Junduk Seo, Bonchon has grown from a single concept to a global phenomenon, renowned for its unique culinary offerings and robust franchise model.

Bonchon's journey began with a focus on perfecting Korean cuisine's simple yet sublime elements. Its signature Korean fried chicken, known for its distinctive crunch and flavorful sauces, remains the cornerstone of the brand. This dedication to quality earned the brand recognition as “the gold standard for fried chicken” by Business Insider and accolades including “Best Chicken Wings in the U.S.” from FOOD&WINE.

Bonchon's versatility shines through its continuous menu evolution. Introducing traditional Korean Yangnyeom and K-BBQ sauces alongside its proprietary Soy Garlic & Spicy sauces exemplifies its commitment to authentic, diverse flavors. These innovations cater to a broad range of palates, bridging cultural gaps and introducing Korean cuisine to a global audience.

However, the menu is not the sole contributor to Bonchon’s success. A significant factor in the brand’s growth has been its adaptable franchise model. With more than 430 restaurants across nine countries and a strong U.S. presence, Bonchon has showcased an extraordinary ability to adapt to various markets. This flexibility is evident in the diverse restaurant formats Bonchon offers, from traditional full dining to innovative concepts such as ghost kitchens and airport locations.

Suzie Tsai’s leadership as U.S. CEO upon joining the company in 2023 has been pivotal. Tsai's extensive experience in marketing and branding, with past roles at major brands including On The Border Mexican Grill and Cantina and Chili's Grill & Bar, has infused new energy into the brand. Under her guidance, Bonchon achieved record-breaking new store sales in 2023, with 40+ new locations signed. This growth also includes a strategic expansion into new territories including southern Florida; Little Rock, Ark.; Tucson, Ariz.; and Ann Arbor, Mich.

The brand's growth is also a story of creating a supportive environment for franchisees. The unique new restaurant opening concierge program provides a comprehensive roadmap for new franchisees, aiding them through every step of establishing a restaurant. This support system taps into Bonchon's years of experience and best practices, ensuring a sustainable growth model for the franchise. Bonchon is now also offering enticing store development incentives for franchisees looking to purchase multiple Bonchons to add to their portfolios.

As Bonchon looks to 2024 and beyond, with plans to expand from 130 to 500 U.S. locations—and 1,000 locations globally—it remains committed to its core values of authenticity, quality and customer experience. Bonchon's journey from a humble beginning in Busan to becoming a global franchise powerhouse serves as a blueprint for blending traditional culinary cuisine with growing business strategies. It's a story of how a brand can stay true to its roots while embracing innovation and expansion, a lesson for any aspiring global franchise in the evolving food industry.  To learn more about becoming a Bonchon franchise partner, click here.

This post is sponsored by Bonchon


Exclusive Content


Why the Smashed Jack sparked record-smashing demand at Jack in the Box

Behind the Menu: The chain’s newest menu addition aims to break the mold on what a fast-food burger can be, and customers are buying in.


Why Wingstop isn't afraid of Popeyes' chicken wings

The Bottom Line: The fast-casual wing chain says its sales improve when another brand pushes the product. Here’s why that might be.


Mendocino Farms masters a meaty Philly cheesesteak sandwich—without the meat

Behind the Menu: The fast casual uses a mushroom-based meat alternative for its Philly Shroomsteak Sandwich, a new menu item targeted to flexitarians, not just vegans.