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Genesis BBQ Co., a South Korean fried chicken chain, announced on Tuesday, April 26, that it launched six new stores in the United States. The company said that the move is part of its efforts to expand its business and go deeper into the American market.
As per Yonhap News Agency, the fried chicken restaurant company opened three outlets and one each in the state of Inglewood in Colorado, Aurora, and Denver. The chain also set up a branch in North Quincy, Massachusetts, and two more locations are starting their full operations in Walnut and Rowland Heights in California.
With the addition of six new stores, Genesis BBQ’s outlets have grown to 150 in a short time, and stores were built in 19 states in the U.S., including Hawaii, New Jersey, New York, and Texas. The expansion has been rapid as the number was only 100 at the end of September last year.
The company started expanding its business overseas in 2003. Now it is operating about 500 stores in 57 countries. The number of restaurants in North America has already reached 250.
In explaining its growth in America, the company said, "Genesis BBQ has seen rapid growth in the US as American consumers are becoming increasingly interested in Korean foods and pop culture."
Genesis BBQ also mentioned that the Kpop has created the K-chicken fad in the American market. Fans have been expressing their support for their favorite Korean singers, artists, and groups by also loving everything about them, including food and fashion, leading to the surge in demand for anything Korean.
“The biggest advantage of BBQ chicken is quality control, and the secret to the success of BBQ chicken is that all the sauces are airlifted from Korea rather than locally produced so that they taste just like the chicken you taste in Korea," Korea IT Times quoted the operator of the restaurant's first store in Aurora, Colorado as saying in a statement. "As the Asian food market in the US is opening, the demand for BBQ chicken is increasing."
