On the 5th, Genesis BBQ Group (hereafter BBQ), which operates the chicken franchise brand BBQ, announced that it has opened 21 stores in the Philippine dining market three years after entering. BBQ expanded to 18 locations about two years after opening its first store in November 2022 at Central Square Mall in Bonifacio Global City (BGC), Manila. By the end of this year, it plans to open three additional stores.
According to BBQ, it recently opened a 352-square-meter, 220-seat store in the SM Mall of Asia, the largest shopping mall in the Philippines. The local store showcases a variety of Korean dishes, including BBQ's signature menu items like Secret Seasoned Chicken and Chizzling Chicken, as well as Tteokbokki, Dolsot Bibimbap, Steamed Chicken, and Kimchi Fried Rice. Notably, the 'UFO Chicken,' a menu exclusive to Southeast Asia, allows customers to enjoy chicken with cheese fondue, which has gained popularity locally, according to BBQ.
BBQ plans to open additional stores in Cebu, a major tourist destination in the Philippines, the northern mountainous tourist area of Baguio, and the large shopping mall SM North EDSA by the end of this year. It appears to accelerate market expansion by securing a total of 21 stores three years after entering the Philippine market.
BBQ is maximizing brand exposure by focusing on large stores. The first location in Bonifacio has become a popular spot locally, attracting more than 1,000 visitors daily. BBQ plans to open an additional 10 stores by 2026 to strengthen its presence in the Philippines.
A BBQ representative noted, 'We will strive to grow beyond being the representative K-food brand in the Philippines to become the number one franchise.'