Why Genesis BBQ deep-fries chicken with extra virgin olive oil
A Filipino visitor deep-fries chicken in extra virgin olive oil at Genesis BBQ's Chicken University, a training facility for those interested in operating a chain restaurant, in Ichon, Gyeonggi Province, Dec. 11, 2023. Courtesy of Genesis BBQ
When Genesis BBQ introduced "golden olive oil fried chicken" to the country in 2007, most consumers thought it was just another ordinary deep-frying oil and didn't pay much attentions to the nutritional facts. To consumers, olive oil didn't particularly stand out from other cooking oils made from corn, beans, canola seeds, grape seeds or sunflower seeds.
The company's Chairman Yoon Hong-geun, however, waited patiently. He was the one who found out about olive oil's nutritional strengths in 2002 when he was planning to expand the company's consumer market to Spain and decided to use it in the company franchisees' kitchens. He slated golden olive oil fried chicken as the company's signature dish and has been sticking to it ever since.
Now, golden olive oil fried chicken has become the signature of the company. While olive oil has been sizzling under the brand, the company mushroomed its local chains to over 2,000, the biggest number in the fried chicken industry, and to over 700 shops in 57 countries in North America, Central America and Southeast Asia.
Yoon earlier this week celebrated the company's overseas performance, saying its franchisees have expanded to 26 U.S. states despite global hurdles last year like high market prices, high interest rate and price increases of raw ingredients.
The popularity, according to the company, would not have been possible if it weren't for olive oil. It not only gives BBQ's fried chicken its distinct crispy texture, it is also healthy.
Nutritional data shows that compared to other oils, olive oil is high in antioxidants. How the oil is extracted from olives is also different from other oils: olives are pressed wholly and ingredients completely remain in the extract. Olives also have zero possibility of genetic modification.
A Genesis BBQ restaurant in Downtown Seoul is crowded with customers, Dec. 8, 2023. Courtesy of Genesis BBQ
Among olive oil's key ingredients are oleic acid and polyphenol. Oleic acid, a type of monounsaturated fatty acid, increases high-density lipoprotein (HDL), known as healthy cholesterol, and lowers its harmful counterpart, low-density lipoprotein (LDL). Compared to other cooking oils, olive oil contains 75 percent monounsaturated fatty acids, the highest portion.
Polyphenol, an antioxidant known to be effective for preventing cardiovascular disease and osteoporosis, is especially abundant in extra virgin olive oil, a top-quality olive oil the company uses.
Despite the nutritional advantages, however, olive oil was considered a bad choice for deep-frying. Not only it was way more expensive than other oils, it blackened foods being fried because of its low smoke point. Yoon, not wanting to give up on olive oil, partnered with Lotte Samgang, which later became Lotte Foods, and worked for three years on how to make the oil suitable for deep-frying.
Eventually, he found a way to raise the smoke point to 230 degree Celsius to prevent it from burning when deep-frying chicken. The method earned him a patent.
"We countered the deep-rooted belief among consumers that deep-frying oils are full of trans fat and bad for health by introducing olive oil," said an official from the company.
Using extra virgin olive oil cost the company extra tens of billions of won but the recipe stuck with the company. In 2007, Yoon earned recognition from King Felipe VI of Spain for contributing to improving trade between Korea and Spain by importing Spanish olive oil.