Korean fried chicken chain Bonchon is betting on Gen Z’s love of unique food experiences by hiring Carson+Doyle, an agency focused on that demographic, to lead U.S. creative and strategy.
Before sending a brief to agencies, Bonchon found that its top-performing franchises serve Gen Z and millennials more than others, said Toni Carpenter, VP of marketing at privately held Bonchon. The restaurant brand searched for an agency that would “differentiate Bonchon and really have a voice to speak to this target audience [that] is naturally attracted to the brand.”
Although the top-performing franchises were located in cities or near college campuses, giving it an advantage with Gen Z consumers, Bonchon believes it can reach younger consumers, in part by leaning into the idea of Bonchon as food you can share with loved ones.