Bonchon Chicken

The Bonchon Chicken restaurant began in 2002 in Busan, South Korea.^[10] Jinduk Seo is the founder of Bonchon Chicken.^[11] The name "Bonchon" translates to "my hometown" in Korean.^[3] The brand's initial development focused on the South Korean chimaek (fried chicken paired with beer) market.^[3][12]

Due to domestic market saturation, the company transitioned to an international franchise model. The first location in the U.S. was in Fort Lee, New Jersey.^[10][3] It later spread to other US locations.^[13][14][15] The franchise currently operates in over 10 countries internationally.^[4][5] In the Southeast Asian market, the company utilized master franchise partnerships, beginning with the Scotland Food Group to establish fast-casual locations in the Philippines in 2010.^[4][5] Similar expansion models were applied in Thailand, Cambodia, and Vietnam.^[4][16]

In December 2018, the South Korean private equity fund VIG Partners acquired a majority 55 percent stake in the company for 60 billion won, while the founding family retained the remaining 45 percent.^[3][7] In 2021, Bonchon moved its global headquarters to Dallas, Texas.^[17][6] In March 2026, VIG Partners engaged the investment banking firm William Blair to initiate a formal auction process for the brand's sale.^[7] In August of that year it was announced that Serruya Private Equity and Minor Food Group would purchase the brand from VIG Partners and the founding family. Serruya will own and operate the business in the Americas and Minor Food will take over the business outside that region.^[18]

Apart from the US, Bonchon has expanded outside its borders mainly due to franchising deals.^[3] For instance, in the Philippines, the chain entered the market in 2010 through a master deal with Scotland Food Group, resulting in 180 franchise restaurants based on the localized family-oriented fast-casual concept.^[4][5] In Thailand, the operations are run by Minor International and operates over 110 Bonchon locations, relying on digital delivery systems.^[19][16]

As part of efforts to diversify the format, in 2023, Bonchon started to introduce alternative store types such as ghost kitchens and locations at hotels and airports.^[16]

Bonchon operates globally across North America, Asia, the Middle East, Oceania, and Europe. Its densest markets are currently the Philippines, the United States, and Thailand.^[4][5]

In Asian markets, Bonchon relies on its own brand ambassadors to target the younger generation of consumers, especially the Generation Z group.^[16] For instance, in Thailand, the brand’s master franchisee, Minor Food Group, engaged Thai actor and singer Vachirawit Chivaree as its first-ever brand ambassador to increase youth market penetration.^[16]

An empirical study conducted by sociologists at Chulalongkorn University in 2022 regarding Generation Z consumers in Thailand revealed that although the target audience held positive perceptions about Bonchon as comfort food, they did not relate the brand with broader Korean pop culture (K-pop).^[19] According to the research, past advertising efforts had emphasized the product quality more than the lifestyle aspects of the brand.^[19]

Bonchon uses mobile apps and social media sites such as Facebook to communicate promotions, menu updates, and facilitate quick ordering.^[16]

Bonchon in South Korea, as well as the fried chicken industry in general, has come under public and government criticism for practicing shrinkflation by reducing the size of products while simultaneously increasing their prices.^[9] In light of the negative public perception, it was stipulated that all South Korean chicken restaurants must inform customers of the pre-cooking weight of their chicken.^[9] Because of high prices, the product has been subjected to claims from consumers about its serving sizes.^[9] Moreover, in 2024, the Thai branch of Bonchon removed a 10% mandatory service charge after facing consumer complaints.^[21]

There have been cases involving the company's employees. Specifically, employees at the Dinkytown branch of Bonchon, located near the University of Minnesota in Minneapolis, claimed that the employer was stealing their wages by unlawfully re-appropriating their tips to kitchen workers.^[8][22] This dispute led the Restaurant Opportunities Center of Minnesota to get involved.^[8][22] In October 2019, Bonchon paid more than $10,000 in back wages, tips, and damages to the former workers following a settlement with the Minneapolis Labor Standards Enforcement Division.^[8]