BBQ Accelerates Expansion in the Philippines, Opens 21 Stores in 3 Years

Operating 18 Stores in the Philippines Just Two Years After First Launch in November 2022
Three More Locations to Open by Year-End, Bringing Total to 21

Genesis BBQ Group announced on September 5 that it plans to open three additional stores in the Philippines by the end of this year, bringing the total number of stores in the country to 21.

The new stores are scheduled to open in Cebu, a leading resort destination and the country's second-largest city; Baguio, a famous summer retreat in the mountainous northern Luzon region; and SM North EDSA, the largest shopping mall in the Philippines. With the opening of these three stores, BBQ will operate a total of 21 locations in the Philippines just three years after entering the market. The company also plans to open an additional 10 stores by 2026.

Local residents and tourists visiting the BBQ Robinson Magnolia branch in the Philippines are enjoying BBQ chicken. Genesis BBQ

BBQ entered the Philippine market in November 2022, opening its first flagship store on the second floor of Central Square Mall in Bonifacio Global City (BGC), Manila's most upscale residential and commercial district. The flagship store spans 367 square meters and seats 136 guests. In just about two years, BBQ has expanded to 18 stores. Most recently, the company opened a large 352-square-meter, 220-seat store in SM Mall of Asia, the largest shopping mall in the Philippines, which attracts more than 200,000 visitors per day.

BBQ explained that its strategy of opening large-scale stores in key locations across the Philippines has significantly boosted brand visibility. In particular, the Bonifacio flagship store has become a popular hotspot, attracting more than 1,000 customers per day.

In the Philippines, BBQ offers a variety of Korean dishes in addition to chicken, including tteokbokki, dolsot bibimbap, jjimdak, and kimchi fried rice, capitalizing on the popularity of K-food. The company also sells a Southeast Asia-exclusive menu item called "UFO Chicken," which features two types of chicken-Secret Sauce Chicken and Cheesling Chicken-served with cheese fondue.

A BBQ representative stated, "Our business is progressing smoothly, with 21 stores opening in just three years since entering the Philippines. We will continue striving to become not only the leading K-food brand in the Philippines but also the number one franchise in the country."