BBQ opens delivery store in Vietnam

BBQ, a popular South Korean fried chicken brand announced on Friday that it opened its first delivery and takeout store in Vietnam.

The store is at Vinhomes Gardenia apartment complex in Hanoi. It’s the first delivery and takeout store of BBQ in the Southeast Asian market. It's a small store with a 22 square meter area.

BBQ strategically positioned the new store schools, hospitals, and office complexes. It can meet the high demand for delivery and takeout services in the area.

Food delivery and packaging culture is expected to expand in Vietnam with a high penetration of motorbikes.

According to Momentum Works, a global market research firm, the market volume of food delivery orders in Vietnam surged to $1.4 billion last year, a 30% increase from the previous year.

BBQ's expansion strategy in Southeast Asia has included openings in Danang, Hanoi, and other Vietnamese cities, focusing not only on chicken but also on Korean cuisine options like kimchi fried rice, soft tofu stew, and tteokbokki.

The company aims to adapt its number of specialty stores based on local market characteristics.

In response to the COVID-19 pandemic, BBQ initiated its venture into delivery and takeout-focused outlets in June 2020 in South Korea. In May last year, the company opened a delivery and takeout store in New Jersey, the US.

Write to Hun-Hyoung Ha at hhh@hankyung.com