Suzie Tsai has been named chief growth officer at Dallas-based Bonchon, a global leader in fast-casual Asian fusion dining known for its distinctive Korean double-fried chicken.
Tsai comes to the company with more than 25 years of marketing and branding experience, leading the strategy and growth of prominent brands such as On The Border Mexican Grill and Cantina, KidZania USA, Chili’s Grill & Bar, Verizon, and The Dallas Morning News.
“As we look at our next stage of growth, it’s important that we have a leader who has a track record of scaling brands and contributes to our mission of sharing the joy of Korean comfort food around the world,” Bonchon CEO Bryan Shin said in a statement. “Suzie’s multifaceted experience in food and beverage marketing, insights, innovation, brand strategy and global franchise operations will play an instrumental role in helping us evolve as a brand.”
The company said that Tsai will oversee guest experience and menu innovation, leverage technology to improve efficiencies, develop unique branding and growth strategies, and continue to strengthen Bonchon’s positioning and overall presence, which it said is crucial for meeting the growing brand’s needs.
“Throughout my career, I’ve had the opportunity to lead several innovative brands, but Bonchon is unique in that it represents more than my love for food. It signifies my Korean American roots and my passion for connecting with people,” Tsai said in a statement. “My role at Bonchon serves as an exciting opportunity to guide one of the fastest-growing brands to its full potential while bringing Bonchon’s authentic Korean flavors and culture to a broader audience in the U.S.”
Bonchon is known for distinctive Korean double-fried chicken, Asian fusion cuisine, and Korean specialties.
The company was founded in Busan, South Korea, in 2002, and the concept was established in the United States in 2006. It has more than 400 restaurants across eight countries: Thailand, the Philippines, Singapore, Cambodia, Myanmar, France, Vietnam, and the United States.
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