Large-format stores and localized menu strategy drive Southeast Asia expansion
Company now operates more than 40 restaurants nationwide
BBQ is accelerating its expansion in Vietnam by opening a series of large-format restaurants in key commercial districts of Hanoi and Ho Chi Minh City, reinforcing its growth strategy in one of Southeast Asia's fastest-growing dining markets.
According to industry sources on July 27, BBQ recently opened the approximately 165-square-meter Green Star store in Hanoi's Pham Van Dong district, followed by the 150-square-meter My Duc store in Ho Chi Minh City's Phu My Hung New Urban Area and the 115-square-meter Thai Hoc store in District 1.
The latest openings strengthen BBQ's strategic network connecting Hanoi, Vietnam's political and administrative center, with Ho Chi Minh City, the country's commercial capital.
The expansion also marks a rapid acceleration of the company's southern Vietnam strategy. After launching its first Ho Chi Minh City restaurant in the Phan Xich Long commercial district in May, BBQ has opened two additional stores within about two months, bringing its total number of restaurants in the city to three.
Industry observers note that BBQ is focusing not only on increasing store numbers but also on expanding large-format dining spaces designed to enhance the customer experience. The strategy reflects Vietnam's growing preference for family dining and experiential restaurants while helping increase both brand recognition and average customer spending.
The Green Star store in Hanoi is located in the heart of the Pham Van Dong residential district, surrounded by large apartment complexes and high-density housing developments. The area is home to a significant middle- and upper-income population, offering strong accessibility and steady demand from local families.
The My Duc store in Ho Chi Minh City's Phu My Hung New Urban Area features 84 seats and serves one of the city's most affluent international residential communities. With its concentration of expatriates and high-income consumers, the district is considered one of southern Vietnam's premier dining destinations, and BBQ plans to develop the location as a key regional hub.
Meanwhile, the Thai Hoc store in District 1 offers 48 seats and is situated near Ben Thanh Market and the city's popular backpacker district. The location is expected to attract both local office workers and international tourists, helping further increase the brand's visibility among a diverse customer base.
The newly opened restaurants offer BBQ's signature Golden Olive Chicken and Korean-style seasoned chicken alongside Southeast Asia-exclusive menu items such as UFO Chicken. Customers can also enjoy a variety of Korean dishes, including tteokbokki, japchae, and kimchi fried rice, as well as pizzas, chicken burgers, and salads.
The diverse menu reflects BBQ's strategy of combining authentic Korean dining with localized offerings tailored to Vietnamese consumer preferences.
BBQ currently operates more than 40 restaurants across Vietnam. The company expects its strengthened presence in both northern and southern Vietnam to support continued store expansion and franchise growth in the country.
Vietnam is widely regarded as one of the most promising markets for Korean restaurant brands in Southeast Asia. Its young population, rising dining-out culture, and growing popularity of Korean food and culture continue to create favorable conditions for Korean franchise businesses.
Industry experts say BBQ's emphasis on spacious flagship restaurants capable of delivering a full Korean dining experience is likely to enhance its competitiveness by attracting both local consumers and international visitors.
