Korean fried chicken brand BBQ expands its reach in the U.S.

South Korea’s chicken franchise BBQ store in Columbus, Ohio, U.S. [Courtesy of Genesis BBQ]

South Korea’s chicken franchise BBQ, run by Genesis BBQ Co., now operates stores in 25 ststes in the U.S. after having entered the U.S. market in 2006.

Known for its delicious “K-chicken,” which features crispy chicken served with a range of flavorful sauces, BBQ is leading the globalization of this culinary delight.

According to industry sources on Friday, the newly opened store in Columbus, Ohio, spans an area of 278 square meters and offers a unique chicken and beer concept, which provides customers with the opportunity to enjoy both items together. Its strategic location near a busy shopping mall and university ensures steady foot traffic.

Originating from South Korea and operating more than 2,000 stores within the country, BBQ ventured into overseas expansion early on to overcome limitations in the domestic market. It made its first foray into the U.S. market with a store on 32nd Street in Manhattan, New York City. It has since expanded to major regions, including New Jersey, Texas, and California. The company today boasts more than 250 stores across 25 states in the U.S.

BBQ’s international presence has been growing rapidly, with overseas sales doubling from 58.5 billion won ($45.3 million) in 2020 to 117.8 billion won in 2021, encompassing both headquarters and affiliated stores.

Genesis BBQ Group Chairman Yoon Hong-geun expressed excitement about the recent opening in Ohio, considering it a significant milestone in the company’s exponential growth as they strive to expand further across the U.S.

“Our ultimate ambition is to establish 50,000 stores worldwide, including a strong presence in the North American market,” said Hong.

Acknowledging its achievements, BBQ secured a notable spot as the second-fastest-growing restaurant brand in the U.S., according to Nations Restaurant News, a prominent global restaurant publication. It was the only Korean brand to be featured on the list. In addition, BBQ earned recognition on the “Top 500 Restaurant Brands in the U.S.,” climbing 43 spots from the previous year to rank 333rd.

BBQ’s success has garnered attention from state governments, with the company receiving a citation from the New Jersey State Assembly in August last year. This citation acknowledged BBQ’s contributions to economic development and job creation within New Jersey.

The company’s global reach extends beyond the U.S., with over 700 stores operating in 57 countries, including China, Canada, and the Philippines.