Bonchon launching redesign, moving HQ to Dallas
The New York Bonchon, which serves Korean fried chicken, is moving its headquarters to Dallas by January 1, 2021.
The restaurant, which is getting a redesigned interior and a streamlined menu, will help the chain increase online ordering, which, according to a company press release, represents over 50% of its current sales. The move to Dallas is in line with plans to build a larger retail presence in Texas, as Bonchon will open its first company-operated restaurant in Dallas in Addison in February and anticipate another three to four new openings in Texas within the US year.
“The move to a new rapid causal model in conjunction with our relocation of businesses to Dallas will create an even stronger foundation for Bonchon’s continued national growth as well as our accelerated growth across Texas,” said CEO Flynn Dekker in the press release. “As Bonchon capitalizes on our growing popularity in the US, he has learned valuable lessons over the past few months. We have created an exciting and streamlined new design and comfortable, sophisticated, fast-casual experience for fans and insiders of our popular Korean fried chicken.”
The move of Bonchon’s corporate headquarters will move to a more central location to better serve franchisees on both coasts while creating new opportunities for candidates in the Dallas area. In addition, existing New York employees can move to Dallas or work remotely. Bonchon has started hiring in Dallas and expects to add approximately 20 team members, a number that is expected to grow over the next few years, in addition to the team members already added in the Dallas area.
Bonchon’s new design captures the energy and dynamism the brand is experiencing amid an acceleration in business in recent months. The innovative new look combines bold colors and modern furniture with urban design and bold street art-inspired graphics, Dekker said.
Upon entering Bonchon, diners can see wall murals depicting stylized street scenes from Busan, South Korea, the origin of the restaurant, as well as graffiti-inspired graphics that show the brand’s process of preparing their roast chicken in an ambience that reflects their Korean heritage and lives up to their Korean culture. In addition, a newly compressed menu focuses on customer favorites as well as new recipes and menu improvements resulting from innovative product tests at the company’s locations and in Busan’s global test kitchen – which, according to the press release, produces all of the Bonchon signature sauces.
Bonchon was born in Busan, South Korea and has 106 locations in the US and 250 restaurants across Asia and the Middle East.