Genesis BBQ establishes European headquarters in Spain

Genesis BBQ Chairman Yoon Hong-geun, fifth from left, and BLT F&B Group CEO Thomas Talarico, sixth from left, pose with company officials in Seoul during an inauguration ceremony for the Korean chicken franchise’s European headquarters, in this photo released Monday. Courtesy of Genesis BBQ

Genesis BBQ has set up its European headquarters in Spain in a joint venture with BLT F&B Group, in a move to tap deeper into the lucrative territory, the Korean fried chicken brand said Monday.

The chicken franchise operator said the European market carries symbolic significance for the brand’s full-fledged globalization, as the region is home to the global gourmet industry.

Genesis BBQ plans to open a series of flagship stores across major European countries, including Spain, the United Kingdom, France, Poland and the Netherlands.

The joint venture will serve as a pivot for the firm’s European logistics network. The brand also underscored that the regional headquarters will focus on sophisticating the firm’s European supply chain management, which will help the brand speed up its localization there.

BLT F&B Group is famous for its operation of renowned food brands, such as Domino’s Pizza, in the United States.

“Europe is the strategic gateway to complete the globalization of Korean foods,” Genesis BBQ Chairman Yoon Hong-geun said. “We are going to expand the premium value of Korean chicken all across Europe by developing localized menus and building an advanced logistics network there.”

Europe is one of the world’s largest tourism markets, and local customers there have strong purchasing power with a preference for premium foods and products. Food brands with a proven track record in terms of culture, quality and a brand story can find success there due to the sensitive appetite of European customers, according to Genesis BBQ.