BBQ has signed a master franchise (MF) agreement with a local Thai company and is set to actively expand into the Southeast Asian market. The photo shows the head of the local partner company and Yoon Hong-geun, Chairman of Genesis BBQ Group (right), taking a commemorative photo. Provided by BBQ
BBQ Chicken is entering the Southeast Asian market in partnership with a local Thai company.
Genesis BBQ Group announced on the 23rd that it has signed a master franchise agreement with a local company in Thailand to target the local market. Thailand, with a population of about 70 million and robust tourism demand, is assessed as a country with high growth potential for dining-out brands. With a food culture centered on spicy flavors, fried dishes, and sauces, the company expects strong local preferences for BBQ menu items such as seasoned fried chicken, tteokbokki, and kimchi fried rice.
BBQ plans to introduce casual dining restaurant-type outlets, focusing on key commercial districts in major cities such as Chiang Mai, Phuket, and Pattaya, with Bangkok as a base, and on large mixed-use shopping malls including Siam Paragon and CentralWorld.
Lee So-jung
AI-translated with ChatGPT. Provided as is; original Korean text prevails.
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