South Korean fried chicken chain Genesis BBQ will establish its initial African presence through a master franchise partnership with Good Tree South Africa, targeting major metropolitan areas including Cape Town, Johannesburg, and Bloemfontein. Chairman Yoon Hong-geun highlighted the expansion as part of broader efforts to introduce Korean culinary traditions across the continent, with the brand planning localized menu adaptations that combine traditional Korean recipes with regional preferences such as peri-peri-influenced seasonings and braai-style preparations.
The strategic entry capitalizes on South African consumption patterns, showing annual per capita chicken intake reaching 40 kilograms, significantly exceeding the global benchmark of 15 kilograms. Genesis BBQ operates more than 700 international locations across 57 countries alongside 2,500 domestic outlets, distinguishing itself through premium olive oil frying methods and signature Golden Olive Chicken offerings that the company expects will appeal to local consumers while creating employment opportunities in sourcing and distribution networks.
The strategic entry capitalizes on South African consumption patterns, showing annual per capita chicken intake reaching 40 kilograms, significantly exceeding the global benchmark of 15 kilograms. Genesis BBQ operates more than 700 international locations across 57 countries alongside 2,500 domestic outlets, distinguishing itself through premium olive oil frying methods and signature Golden Olive Chicken offerings that the company expects will appeal to local consumers while creating employment opportunities in sourcing and distribution networks.
