BBQ to Establish Headquarter in Spain, Accelerating European Expansion

Joint Venture with Global Company BLT F&B
Building Integrated European Logistics Network and Production Bases

Genesis BBQ Group recently announced on December 8 that it held a departure ceremony for its European expansion at its Songpa-gu headquarters in partnership with BLT F&B Group, and will establish a joint-venture 'European Headquarter' in Spain.

BLT F&B Group is a global company focused on finance and food service, primarily in Spanish-speaking markets such as Spain and Latin America, and also operates Domino's Pizza, Applebee's, and IHOP in the Americas. BBQ plans to leverage BLT F&B Group's global operational experience and market capabilities to accelerate its expansion into the European market.

Yoon Honggeun, Chairman of Genesis BBQ Group (fourth from the right), and others are posing for a commemorative photo. Genesis BBQ

Europe is the center of the global culinary industry and the world's largest tourism market, with high consumer purchasing power and a strong preference for premium products. In the food service franchise industry, Europe is regarded as a 'global brand certification stage' due to its high standards. While the United States is considered the starting point of franchise history, Europe is seen as the final gateway to globalization, where culture, quality, and brand story must all be verified.

Through the establishment of this headquarter, BBQ plans to build an integrated European logistics network, including production bases for raw and subsidiary materials and logistics warehouses, to expand in the European market. This will serve as a critical foundation for advancing BBQ's global supply chain management (SCM), and is expected to significantly accelerate master franchise (MF) agreements, flagship store operations, and product localization in the future.

BBQ plans to open flagship stores in major European countries such as Spain, the United Kingdom, France, Poland, and the Netherlands, and gradually expand into neighboring countries.

Yoon Honggeun, Chairman of Genesis BBQ Group, said, "Europe is a strategic gateway to completing the globalization of K-food and the focal point of BBQ's global expansion. Based on locally tailored menus and an advanced integrated logistics network, we will spread the premium value of K-chicken throughout Europe."

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