Ho Chi Minh Flagship Store Opens to Drive Expansion in Southern Vietnam!

 

 

On May 5, the first flagship store in Ho Chi Minh City officially opened. This marks an important step toward expanding into southern Vietnam. bb.q Vietnam, one of bb.q Global’s directly operated corporations, is recognized as one of the company’s strongest overseas operations thanks to its excellent sales performance and steady store growth each year. The new Ho Chi Minh flagship store is located in Phan Xich Long, one of the city’s most famous food streets. The area is filled with restaurants and cafés, including Korean, Chinese, Japanese, and local brands. Nearby are a gas station and a large Coop supermarket, making it a location with heavy foot traffic.

 

 

The flagship store uses a four-story CDR-style building and currently operates three floors with a total of 96 seats. The store follows bb.q Global’s CDR design concept and brand colors to maintain a consistent brand identity. A large Drumstick sculpture on the top of the building creates a fun and eye-catching exterior. The basement has also been set up as a dedicated storage area, which will later serve as a logistics hub for future directly operated stores in Ho Chi Minh City.

 

 

Before opening, the bb.q Global Operation team focused on stabilizing operations and providing on-site training for the company’s first expansion into Ho Chi Minh City. Experienced staff from Hanoi were temporarily assigned to support kitchen operations, menu training, and order management. At the same time, the company has been hiring and training local employees and managers. These newly trained team members are expected to become a key talent pool for future store openings in the Ho Chi Minh area. Although there were some early staffing challenges and kitchen manpower shortages, operations are gradually stabilizing through additional hiring and support staff.

 

 

Currently, the most popular menu items are Honey Garlic, Cheesling, Himalaya (Creamy Onion Chicken), and Fried Rice. In particular, the Himalaya (Creamy Onion Chicken) has provided meaningful insight in both menu naming and product direction. Unlike oven cooking, the menu uses a salamander grill system with direct top heat to create a high-quality grilled chicken concept, and customer feedback has been very positive. In addition, the overall food cost ratio is being managed stably below 30%.

 

 

The company also carried out active local marketing campaigns. To introduce bb.q Chicken to Ho Chi Minh City, branded bicycle promotions and uniform campaigns were held across major city areas. Traditional local ceremonies were also used to create a more community-friendly brand image. Events featuring the ChiBBoQ mascot and flyer distribution helped attract customers on-site, while Facebook-based social media advertising connected online and offline marketing efforts. Customer interest has continued to grow since the opening. Common questions include: “When did you open?”, “Where in Ho Chi Minh City are you located?”, “Is this the Korean bb.q brand?”, and “Do you deliver to K-town areas where many Koreans and expatriates live?” bb.q Vietnam plans to use this first Ho Chi Minh flagship store as a strategic base for expanding throughout southern Vietnam, strengthening both the brand and future franchise business opportunities.