BBQ Signs MF Agreement with Kazakhstani Company... First Entry into Central Asia

Collaboration with Restopark Group
Expanding QSR Model After Launching Flagship Stores in Major Cities

BBQ is set to target the Central Asian dining market with Kazakhstan as its base of operations.

Genesis BBQ Group announced on the 29th that it has signed a master franchise (MF) agreement with a leading Kazakhstani company, the largest economy in Central Asia.

The group that signed the master franchise agreement in Kazakhstan, Restopark KZLLP, is a specialized company operating dining and entertainment businesses centered in Almaty, Kazakhstan. It runs multi-concept restaurants offering cuisines from various countries, including the United States, Europe, Japan, and Russia. In particular, it has established differentiated competitiveness in the local market by introducing a hybrid dining model that combines live shows with Brazilian-style churrasco meals.

Kazakhstan is located at the heart of Central Asia and is regarded as a hub for population, logistics, and consumption. In particular, the dining and distribution markets are rapidly growing, especially around Almaty, the largest city, and the capital, Astana. With a high proportion of young people and a consumer environment where European and Asian cultures coexist, Kazakhstan is considered a promising market with significant potential demand for K-food.

BBQ plans to first launch flagship stores in major cities such as Astana and Almaty to build brand awareness and positioning among local consumers. Subsequently, the company intends to introduce BBQ QSR (Quick Service Restaurant) type outlets and expand its franchise business by opening stores in shopping malls and key commercial districts.

Additionally, based on the stable operation of flagship stores in major cities within Kazakhstan, the company also plans to expand its business into neighboring Central Asian countries such as Uzbekistan and Kyrgyzstan.

A BBQ representative stated, "Kazakhstan is a strategic base for expanding across the entire Central Asian region. Through our partnership with Restopark, which has strong competitiveness in the local dining and entertainment sectors, we will promote the value of K-chicken and K-food, and further strengthen BBQ's global competitiveness in the Central Asian market."

This master franchise agreement in Kazakhstan was made possible with support from KOTRA, from the initial partner search to providing market information. BBQ plans to continue expanding its overseas presence through close collaboration and to focus on enhancing the global competitiveness of K-food.