Genesis BBQ, 25th Anniversary... "We Will Achieve Again Great BBQ"

[Asia Economy Reporter Choi Saeng-hye] Genesis BBQ held a 25th anniversary event and announced on the 2nd that it pledged to achieve exponential growth and realize ‘Again Great BBQ’ by leveraging the DNA that has overcome crises over the past 25 years.

The 25th anniversary event held the day before at the affiliated educational research institute, Chicken University, was attended by about 40 people including Chairman Yoon Hong-geun, Vice Chairman Yoon Kyung-joo, key executives, and representatives of the Family Committee Dongcheok (Family). To prevent the spread of the novel coronavirus infection (COVID-19), attendees were required to undergo temperature checks, use hand sanitizer, and wear masks, while other employees watched the event via online live streaming from their homes.

Chairman Yoon Hong-geun said in his anniversary speech, “BBQ has overcome every crisis over the past 25 years by turning it into an opportunity, achieving not only quantitative but also qualitative growth,” adding, “This experience and know-how have become BBQ’s unique DNA, enabling it to continue exponential growth even amid the rapidly changing economic environment after COVID-19.”

Since its founding, BBQ has overcome various industry-wide crises such as the IMF crisis, avian influenza, the Lehman Brothers incident-triggered foreign exchange crisis, and most recently COVID-19, while seeking new growth opportunities. The crisis-overcoming DNA accumulated over the past 25 years has led BBQ to demonstrate leadership in overcoming the current crisis in the industrial sector through CSR activities such as being the first in the industry to provide family quarantine and mask support, and product support by volunteers during COVID-19.

In particular, the Hot Golden Olive Chicken, launched last April during the severe economic difficulties caused by COVID-19, successfully established itself as a steady seller. Through active communication with consumers and family members via the launch of BSK, development of craft beer, and the ‘Nego King’ event, BBQ achieved top sales through bold investments even amid the crisis.

As a result of these efforts, BBQ showed remarkable performance despite the challenging management environment caused by the spread of COVID-19. The success of the new product in April and active online marketing captured the interest of the previously weak 2030 consumer demographic, and significant achievements were made such as surpassing 1.9 million membership sign-ups in the shortest period in the industry through the Nego King event and signing the 100th contract for BSK (BBQ Smart Kitchen).

Chairman Yoon emphasized, “Let us inherit and develop BBQ’s unique DNA accumulated over the past 25 years and grow into the world’s largest and best franchise company by opening 50,000 franchise stores worldwide by 2025, five years from now,” adding, “For the next 100 years through maximizing BBQ brand value and business potential, I ask for the interest, tireless efforts, and support of all employees and family owners.”

Meanwhile, the anniversary ceremony included an awards ceremony for outstanding family members and employees, promotion announcements, and a hall of fame dedication ceremony for the late Executive Director Jeong Chang-young, who devoted 22 years to the company.

This content was produced with the assistance of AI translation services.