Name: Blas Escarcega
New title: Chief development officer, Bonchon
Previous title: Chief financial officer and business development, Brame Brands
Escarcega has roughly 20 years of restaurant experience, spending the bulk of his career in various leadership roles at Pollo Campero, according to his LinkedIn profile. His most recent position there was as vice president of franchise development, a role he held until mid-2025. He has led large-scale expansion initiatives, boosted franchise pipelines and optimized real estate strategies, according to a press release.
In his new role at Bonchon, Escarcega will lead all aspects of franchise development in the U.S., including market planning, recruiting franchisees, selecting sites and developing strategies for new restaurant growth, according to the press release. He will oversee the chain’s continued expansion across the U.S.
Executives at the chain previously set a goal in 2023 — when it had 120 U.S. units — to roughly double its presence in the country within five years; Bonchon is making progress toward reaching that goal. It recently surpassed 150 locations in the country, and operates 500 units globally, according to the press release.
“As Bonchon continues to expand into new markets and strengthen our national footprint, [Escarcega’s] expertise in franchise growth, market analytics, and operator partnerships will be invaluable,” Suzie Tsai, CEO of Bonchon, said in a statement.
Escarcega will also work with Bonchon’s executive team to strengthen the chain’s presence in priority markets, improve franchise support and streamline processes to help operators open successfully and profitability, the press release said.
Bonchon is continuing the expansion of its 2,000 square-foot fast casual prototype. This prototype includes a kitchen-forward layout and a streamlined design that will allow franchisees to enter high-demand markets with strong unit economics and low build-out costs, according to the press release. Priority markets include Texas, California, Arizona, Nevada, Florida, the Carolinas, Georgia, Tennessee and the Northeast corridor, including New York, New Jersey and Pennsylvania.
The company is also focused on non-traditional growth, seeking sites in airports, colleges and urban storefronts with real estate constraints.
Bonchon has been bolstering its executive team over the last few years, hiring a vice president of development and director of construction and design in 2025. It also appointed Suzie Tsai as CEO in 2024 as it targets rapid growth in the country.
