GENESIS BBQ Group has successfully opened its second store in Carmel, Indiana, accelerating its expansion into the North American market. Under Chairman Yoon Hong-geun's strong global strategy, BBQ aims to become a world-class chicken brand, showcasing "Premium K-Chicken."
BBQ announced that it opened a new store in Carmel, Indiana, on June 24 (local time). This marks the second store in Indiana, following the first one opened last year in Castleton. The company stated that the additional store was opened due to the enthusiastic support from local customers. Indiana is a state located in the Midwestern United States, adjacent to the Great Lakes, known for its fertile farmland and as a hub for the automotive industry. Recently, its population has been steadily increasing, and the dining market is also thriving.
Carmel is one of the most affluent and livable cities in the United States, characterized by a pleasant residential environment, a vibrant dining culture, and a family-oriented atmosphere. These characteristics of Carmel perfectly align with BBQ's premium K-chicken concept, which aims for high-quality Korean food. This is expected to create a powerful synergy with the local dining market and consumer spending habits. BBQ plans to fully leverage these locational advantages to develop the Carmel store into a representative space where customers can experience Korean food and culture in Indiana.
The Carmel store offers a variety of chicken menus, including BBQ's signature Golden Olive Chicken, as well as Spicy Galbi Chicken, Soy Garlic Chicken, Honey Garlic Chicken, and Caribbean Spice Chicken. Customers can also choose different parts such as boneless or wings. Additionally, Korean meal options like Tteokbokki, Kimchi Fried Rice, and Bulgogi Rice Bowl are available, catering to the diverse tastes of local consumers. Especially with the spread of Hallyu content like Korean dramas and K-pop, local interest in Korean food has grown. The opening of BBQ's Carmel store is expected to contribute to promoting Korean food culture beyond just selling chicken.
An official from the Carmel store stated, "BBQ chicken is one of the foods that represent Korean culture," adding, "In Indianapolis, which is transforming into a multicultural city, we plan to actively introduce K-chicken along with Korea's 'Chimaek' (chicken and beer) culture to locals." This demonstrates BBQ's commitment to not only being a dining brand but also an ambassador for Korean culture.
Since officially entering the U.S. market in 2007, BBQ has steadily expanded its business, primarily in major states like New York, New Jersey, and Texas. Notably, last year it successfully entered Tennessee, Nebraska, Arkansas, and Indiana, and this year it has extended its reach to Utah and Oregon, now operating stores in a total of 32 states, accelerating its nationwide expansion in the U.S. This demonstrates BBQ's solidification of its position as a leader in K-chicken in the global market.
BBQ's successful establishment in the U.S. market has been driven by its direct entry strategy. In 2015, the overseas business division was spun off into an independent entity, 'GENESIS BBQ Global,' and in 2017, a local U.S. corporation was established, opening its first directly managed store on 32nd Street in Manhattan, New York. This was a significant achievement 10 years after entering the U.S., reflecting BBQ's strategic decision to maximize profitability through direct operations, moving beyond its previous brand expansion strategy centered on master franchise (MF) agreements. Indeed, this direct entry strategy has led to positive results, with BBQ Global achieving a profit of 6.8 billion KRW in operating income last year, successfully turning a profit.
BBQ's aggressive expansion into overseas markets plays a significant role in promoting the excellence of Korean chicken worldwide and leading the K-food craze as a part of the Hallyu wave. Attention is drawn to what BBQ's performance will be like on the global stage, beyond the North American market.
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