Genesis BBQ Group Chairman Yoon Hong-geun officially declared "BBQ New Management" in a New Year's address marking the 31st anniversary of the company's founding and said the group would leap forward to become the world's No. 1 franchise group with the execution power of "self-improvement without rest."
According to the industry on the 2nd, Yoon said at a New Year's ceremony held on the 1st at Chicken University in Icheon, Gyeonggi Province, "2026 is a year when we must prove ourselves not just with plans but with execution and results," adding, "We need a firm will that keeps challenging toward our goals."
Yoon assessed 2025 as a year of high interest rates, high inflation, weakened consumer spending, and deepening polarization in the franchise industry. He emphasized BBQ's principle-centered DNA even amid crisis, saying, "What matters more than rapid growth is an unwavering standard."
He then said 2026 would be the first year to prove not "will and plans" but "execution and performance." The point was that every strategy must be tied to concrete actions and results. Yoon said, "We must establish across the organization both a precise sense of direction and the execution power to carry it through."
He also put forward management innovation centered on AI. Yoon said, "AI is not a choice but BBQ's execution infrastructure," adding, "We will link search, ordering, cooking, logistics, and overall organizational operations with data to realize 'zero friction.'"
The global strategy emphasized completeness over speed. He outlined a plan to pursue a global strategy that takes the Americas, Europe, China, and Central Asia as key hubs and expands beyond "K-culture" to "K-BBQ."
Finally, Yoon said, "Genesis BBQ Group is a company that has a DNA of keeping principles even in times of crisis over the past 30 years," and urged, "Marking the 31st anniversary of our founding this year, let's ensure that all executives, employees, and family members, as one, put into practice the action philosophy of 'do it now, do it for sure, do it until it works' and achieve our goals."