Chicken franchise Genesis BBQ Group said on the 8th it will establish a European headquarters in Spain in a joint venture with BLTF&B Group.
BBQ recently held a send-off ceremony for its European push at its headquarters building in Songpa District, Seoul, together with BLTF&B Group.
Through the establishment of this headquarters, BBQ plans to build an integrated European logistics network, including bases for producing raw and subsidiary materials and logistics warehouses, to expand into the European market.
BBQ said it expects to significantly accelerate master franchise contracts, flagship store operations, and product localization going forward. BBQ plans to open flagship stores in major European countries such as Spain, the United Kingdom, France, Poland, and the Netherlands, and then expand to neighboring countries in sequence.
BLTF&B Group focuses on finance and dining businesses, centered on Spanish-speaking regions such as Spain and Latin America. In the Americas, it is a global corporations operating Domino's Pizza, Applebee's, and IHOP.
Yoon Hong-geun, chair of Genesis BBQ Group, said, "Europe is a strategic gateway to completing the globalization of K-food and the pivot of BBQ's global expansion," adding, "Based on locally tailored menus and an advanced integrated logistics network, we will spread the premium value of K-chicken across Europe."