Dive Brief:
- Bonchon has appointed David Wheeler as vice president of development and Michael Haddad as director of construction and design, according to a press release.
- The new hires signal that the Korean fried chicken chain is doubling down on its franchising growth strategy both in the U.S. and in other markets. The chain has developed a new prototype for fast casual units, with three U.S. locations in development for 2026, Wheeler said in a statement emailed to Restaurant Dive.
- Bonchon CEO Suzie Tsai, who was appointed last year, said the chain is looking to build relationships with multi-unit operators in high-potential markets. Wheeler said the brand chooses those markets based on analytical modeling, traffic mapping and demographic trends.
Dive Insight:
Both Wheeler and Haddad bring considerable development experience that can help Bonchon accelerate.
Wheeler previously oversaw development for brands including Salata, Pollo Campero, Schlotzsky’s, and Cinnabon, according to the press release. In his new role, he will oversee all stages of franchised development, including site selection, construction and openings.
Haddad, meanwhile, brings experience at Drive Shack and Sun Holdings, which includes Burger King, Popeyes, Arby’s, McAlister’s, IHOP, Applebee’s, Papa Johns and Taco Bueno, where he oversaw construction projects in the U.S. and abroad. In his new role, he will work on cost-effective buildouts that maintain brand standards and quality.
According to the press release, the chain’s strategic goal is to grow from nearly 500 global units to 1,000 in the next five years. The U.S. — where the brand had 147 stores at the start of the year, per its franchise disclosure document — will likely play host to much of that growth.
High-potential markets for the chain include Chicago; Kansas City, Missouri; Los Angeles County in California; Omaha, Nebraska and San Antonio, Texas, Tsai said.
Development will focus on the chain’s most successful unit format, Tsai said. Wheeler said the brand was focused on the fast casual format, but remained open to some casual dining units.
According to the chain’s franchise disclosure document, the average gross revenue for the brand’s 104 mature, dine-in restaurants was roughly $1.6 million, while its fast casual units averaged about $1.1 million in revenue.
The forthcoming fast casual prototype was developed with Bonchon’s team in Korea to bring a more authentic Korean dining experience to its stores. The prototype is meant for restaurants between 1,500 square feet and 2,500 square feet, and features a counter-service model with digital kiosks.
Last year, the brand said it was targeting 500 units in the U.S. alone over the next several years. And the current consumer trends may aid that growth, as the National Restaurant Association predicts Asian flavors — particularly Korean, Vietnamese and Filipino varieties — will see significant growth in demand in the near future.
