The Thai restaurant group is positioning the Korean fried chicken brand as a key growth driver as it expands its franchise network across Asia, the Middle East and Europe.
Minor Food is positioning Korean fried chicken brand Bonchon at the centre of its international expansion strategy as the Thai restaurant operator targets more than 4,500 food and beverage outlets worldwide by 2029. The group plans to accelerate growth through franchise partnerships, with Bonchon expected to strengthen its presence across Asia and other international markets.
The strategy follows Minor Food’s acquisition of Bonchon’s global business outside the Americas alongside Serruya Private Equity in September 2026. Under the ownership arrangement, Minor Food controls Bonchon’s brand and operations outside the Americas, while Serruya Private Equity oversees the Americas, giving the two partners distinct regional responsibilities for the brand’s development.
Founded in Busan, South Korea, in 2002, Bonchon has expanded internationally through its Korean fried chicken concept and franchise-led business model. The brand operates approximately 500 restaurants across nine countries, including around 150 locations in the United States, according to figures reported in connection with the acquisition.
For Minor Food, the acquisition provides an established international brand that can be developed through local franchise partners, complementing its existing restaurant portfolio. The company operates more than 3,000 outlets across 27 countries and manages a portfolio of more than 40 restaurant brands.
As part of its wider expansion plan, Minor Food aims to have more than 2,500 franchised outlets by 2029, representing approximately 56% of its targeted global network. The strategy is designed to accelerate openings while reducing the capital required to operate every restaurant directly.
“Minor Food’s goal is to build a strong restaurant network capable of achieving sustainable growth on a global scale. We believe that expanding through franchising and collaborating with high-potential partners will enable us to grow faster and more efficiently,” said Thunyachate Ekvetchavit, Chief Development Officer at Minor Food Group.
The group has identified Indonesia, Vietnam, South Asia and the Middle East as priority markets for expansion. Bonchon is expected to benefit from these opportunities as Minor Food looks to extend the brand’s international footprint, building on its existing presence in markets including Thailand and the Philippines.
The acquisition also strengthens Minor Food’s position in the growing international market for Korean food concepts, as demand for Korean cuisine and culture continues to create opportunities for restaurant operators. Franchise partnerships are expected to play an important role in establishing the brand in new territories while giving local operators access to an established concept and operating system.
Alongside its international expansion, Minor Food is developing new concepts and exploring additional distribution channels in Thailand. Its latest initiative, CHIHO RAMEN, is scheduled to launch at Lotus’s Sukhumvit 50 in Bangkok on 30 October 2026, adding another concept to the group’s development pipeline.
With its 2029 target encompassing both company-operated and franchised restaurants across its portfolio, Minor Food’s expansion plans extend well beyond Bonchon. However, the Korean fried chicken brand provides an established platform for international growth as the group seeks to scale its franchise business and strengthen its presence across key markets.
