Ticket Giveaway Promotion for FC Barcelona Seoul Match via BBQ App
Everyone Can Enter at Least Once... Multiple Ways to Participate Including Chicken Purchases
"Strengthening Brand Awareness to Become the World's Largest Franchise"
Genesis BBQ, celebrating its 30th anniversary this year, is launching a large-scale promotion by distributing 30,000 tickets to the match in Korea of FC Barcelona, the world-renowned football club from Spain. By connecting sports and culture through marketing, the company aims to strengthen brand awareness and, based on this, expand its global franchise network to 50,000 outlets worldwide by 2030, establishing itself as a leading global franchise company representing Korea.
30,000 Free Tickets to FC Barcelona Seoul Match to Be Distributed
On June 10, Genesis BBQ Group held a press conference at Lotte Hotel in Sogong-dong, Jung-gu, Seoul, announcing that it will invite 30,000 members of the public and customers to the FC Barcelona Asia Tour Seoul Match through its 'Golden Ticket Festa' promotion. This marks FC Barcelona’s first visit to Korea in 15 years since 2010, and the match against FC Seoul is scheduled to take place on July 31.
The Golden Ticket Festa will run for a total of 45 days, from June 11 to July 25, through BBQ’s proprietary application, the 'BBQ App.' The BBQ App currently has about 4 million registered members. Since the promotion is conducted via the company’s own app, BBQ expects it will help franchisees whose profitability has recently declined due to delivery app fees and other factors.
Anyone can receive at least one chance to enter the ticket draw during this event. Existing BBQ App users will be granted one entry, and new users who download and register on the BBQ App will also receive one entry. Additionally, if a friend joins via referral, the referring customer will receive an extra entry. Furthermore, for each chicken purchased through the app, one entry ticket is automatically given per chicken.
In addition, customers who make the most purchases through the BBQ App during the event period will receive weekly ticket allocations, and the top purchasers during the entire period will also be awarded tickets separately. There will also be a separate allocation of tickets for underprivileged groups, and various events on BBQ’s official Instagram account will offer additional ticket giveaways during the period.
"Aiming to Surpass McDonald's as the World's Largest Franchise"
Through its sponsorship of the Seoul Match, BBQ is determined to become a global franchise leader representing not only K-Chicken but also K-Food. Chairman Yoon Hongkeun of Genesis BBQ stated at the event, "Through the Seoul Match, we aim to showcase the vision of a company dreaming for the next 30 and even 100 years, both in Korea and in global markets, and to firmly establish our status as a global franchise company."
He added, "Genesis BBQ Group currently operates about 4,500 outlets in 57 countries, and especially in the United States, we have expanded to 32 states, growing into a global brand representing K-Food. By 2030, we will open 50,000 franchise outlets worldwide, surpassing McDonald's to become the world's largest and best franchise group, and continue to challenge ourselves and pioneer the path to make Genesis BBQ a millennium company."
Founded in September 1995 and marking its 30th anniversary this year, BBQ first entered the global market in 2003 by establishing a joint venture with a Chinese company and opening its first store in Shanghai. Subsequently, it entered local markets such as Japan and the United States through master franchise (MF) agreements. The MF model involves a global business operator selling business rights to a local company. While profitability is somewhat lower compared to directly establishing and operating overseas subsidiaries, the advantage is that local companies can operate stores, facilitating localization.
After raising brand awareness to a certain level through MF agreements, BBQ decided to change its overseas expansion strategy in 2015 by spinning off its overseas business division and establishing a separate entity called 'Genesis BBQ Global.' This marked a shift toward direct entry through wholly owned subsidiaries. Genesis BBQ Global established a direct subsidiary in the United States in 2017, opening its first directly operated store on 32nd Street in Manhattan, New York, and has since steadily expanded to 32 states. Notably, last year, the company achieved a turnaround with an operating profit of 6.8 billion KRW.
BBQ held a commemorative photo session after signing a master franchise (MF) agreement with eight key regions in China at its headquarters in Songpa-gu, Seoul, on the 16th of last month.
Last month, BBQ shifted its directly operated business in China to the MF model and began expanding its Chinese operations. Among these, the company is prioritizing eight strategic regions with high income levels, such as Beijing, Qingdao, and Shenzhen. Moreover, as delivery culture has grown in China following the pandemic, and has already been proven in global markets like the United States, BBQ expects to earn trust in terms of hygiene and safety. The company also plans to develop detailed, customized strategies that reflect consumer characteristics, commercial district structures, and differences in food culture in each region, while applying the same manuals, training, and logistics systems as the Korean headquarters.
Chairman Yoon said, "The reason for inviting FC Barcelona this time is that their teamwork, which encompasses various generations and cultures and demonstrates the world's best skills while continuously growing, aligns with the management philosophy that BBQ has pursued. We will continue to focus on expanding our domestic and overseas markets through diverse marketing activities and ongoing investment."
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