[Asia Economy Reporter Lee Seon-ae] Yoon Hong-geun, Chairman of Genesis BBQ Group, held a non-face-to-face New Year's meeting via YouTube and Zoom on the 1st at Genesis Chicken University in Icheon, Gyeonggi Province, and pledged, “In the new year, we will achieve exponential growth through the advancement of digital transformation.”
On this day, Chairman Yoon emphasized through his New Year's message delivered online to family (franchise) owners and employees nationwide, “Despite the continued uncertainty in 2021, with digital transformation, innovation, and untact strategies, we will surpass last year's record-breaking performance and mark the official starting point for achieving the vision of ‘Completing the Millennium Enterprise Genesis BBQ Group by 2025.’”
To this end, based on the digital transformation management that has been thoroughly prepared since 2018, leading the industry, he pledged to realize ‘Again Great BBQ’ through ‘innovative sales growth,’ ‘exponential marketing execution,’ ‘completion of a future-oriented corporate culture,’ and ‘sustainable win-win management with families.’
Furthermore, based on domestic achievements in 2021, he expressed his ambition, stating, “We will actively enter global markets such as North America, Europe, and the Middle East, and achieve the vision of becoming the world's largest and best franchise group by opening 50,000 franchise stores worldwide by 2025.”
Chairman Yoon summarized last year's achievements, praising the efforts of employees by saying, “Despite the unprecedented COVID-19 situation, 2020 was a year in which BBQ's unique crisis-overcoming DNA turned the crisis into a new opportunity for innovation, achieving record-breaking results.”
BBQ created a significant impact not only among consumers and prospective entrepreneurs but also within the industry through the successive success of new products such as Hot Golden Olive and the successful launch of BSK (BBQ Smart Kitchen), a delivery and takeout specialized store optimized for untact consumption. In particular, since its launch in April last year, BSK has opened 145 stores and signed contracts for 250 stores, attracting industry attention as a new growth engine for BBQ.
Additionally, new products such as the four types of Hot Golden Olive, Maple Butter Garlic, and three types of Chibon Steak, introduced through thorough consumer analysis, captured the tastes of MZ generation consumers and drove sales growth. BBQ also contributed to increasing family sales and profitability by being the first in the industry to introduce six types of craft beer, with plans to complete its own production line to supply these in the first half of this year.
Moreover, the Nego King promotion, fully supported by headquarters, became a hot topic, achieving an unprecedented marketing success in the distribution industry by reaching 2.5 million members on the company app Ddak Membership in the shortest period.
This enabled targeted marketing execution for customers by region, age, and gender, eliminated the heavy delivery app commission burden on families, and contributed to improving family sales and profitability, realizing Chairman Yoon's management philosophy that “the headquarters can only survive if the families survive.”
Chairman Yoon declared, “In 2021, amid a rapidly changing economic situation and new consumption environment, we will achieve a company-wide digital transformation that satisfies consumers through the advancement of digital transformation built so far, the establishment of new digital channels, strengthening of our app services, and differentiated menu development through big data analysis of 2.5 million membership customers.”
He also revealed his determination to make this year the first year of ‘accelerated global growth’ by expanding global business centered on North America and building integrated global infrastructure to strengthen unique global capabilities. He pointed out that true win-win with families lies in securing their profitability and pledged to spare no support for new businesses such as HMR and craft beer through organizational changes and talent acquisition.
Chairman Yoon emphasized, “To this end, we must transform into an organization that produces exponential results,” and stated, “We will promote disruptive innovation in all ways of working, including meetings, reporting, decision-making, interdepartmental collaboration, and communication,” urging employees to share the vision that ‘the company's growth is my growth,’ grow into top experts in the food franchise field, and become heroes who achieve the best results.
Concluding the New Year's address, Chairman Yoon said, “In this Year of the Ox, BBQ will repeatedly innovate internally and externally with the attitude of 호시우보 우보만리 (Hosiu-bo Ubo-manri, meaning ‘watching like a tiger and walking steadily like an ox for ten thousand miles’), and steadily walk toward becoming a millennium enterprise through exponential growth,” urging, “Let all employees and families unite their will to create the millennium enterprise BBQ.”
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