BBQ Signs Master Franchise Agreement in South Africa...Expanding Market into Africa

Plans to Expand Stores in Major Cities such as Cape Town and Johannesburg

Genesis BBQ Group, a chicken franchise, announced on November 12 that it has signed a master franchise (MF) agreement with a local company in South Africa, marking the company's official entry into the African continent.

BBQ announced that it has signed a master franchise agreement with the local South African company Good Tree South Africa.
[Photo by Genesis BBQ Group]

This MF agreement was signed with Good Tree South Africa, a company currently operating a Korean food distribution business in South Africa. The signing ceremony was attended by Yoon Honggeun, Chairman of Genesis BBQ Group, and Lee Dongil, CEO of Good Tree South Africa, along with key representatives from both companies, marking a new beginning for global cooperation.

South Africa has a population of 63.02 million and a median age of 28, indicating high growth potential for the foodservice industry. According to the "2024 South African Poultry Industry Statistics Summary 2024" released by the South African Poultry Association in June this year, the country's annual per capita chicken consumption is approximately 36 kg, accounting for more than half of total meat consumption. This highlights the country's well-developed chicken-based food culture.

BBQ plans to open stores in the form of Quick Service Restaurants (QSR) in partnership with Good Tree South Africa, which operates more than 3,000 supermarket brands in South Africa. The company also intends to expand its presence in major cities such as Cape Town, Johannesburg, and Bloemfontein in the future.

Yoon Honggeun, Chairman of Genesis BBQ Group, stated, "South Africa is a strategic bridgehead for our full-scale entry into the African continent and a key hub for accelerating the global expansion of K-food. We will strive to expand the culture of Korean cuisine, centered on K-chicken, throughout Africa by offering differentiated menus and services tailored to local tastes and culture."