[New Year's Address] BBQ Chairman Yoon Honggeun: "Aiming to Become the World's No. 1 Franchise"

Chairman Yoon Honggeun's New Year's Address
Declaration of the First Year of BBQ New Management

Yoon Honggeun, Chairman of Genesis BBQ Group, officially declared the 'BBQ New Management' through the company's 31st anniversary New Year's address, stating, "With the execution power of 'self-strengthening without rest,' we will leap forward to become the world's No. 1 franchise group."

At the New Year's ceremony held on January 1 at Chicken University in Icheon, Gyeonggi Province, Chairman Yoon said, "2026 is the year when we must prove ourselves not just with plans, but with execution and results," and emphasized, "We need unwavering determination to constantly challenge ourselves toward our goals."

Yoon Honggeun, Chairman of Genesis BBQ Group, is officially announcing the 'BBQ New Management' through the 31st anniversary New Year's address. Genesis BBQ

He assessed 2025 as a year marked by high interest rates, high inflation, shrinking consumption, and deepening polarization in the franchise industry. Nevertheless, he explained that BBQ has maintained a fundamental strategy that prioritizes quality, operations, and on-site stability over external growth. Chairman Yoon stressed, "What matters more than rapid growth is unshakable standards," highlighting the principle-centered BBQ DNA even in times of crisis.

He designated 2026 as the inaugural year to prove achievements through 'execution and results,' not just 'will and plans.' He emphasized that all strategies must be connected to real actions and outcomes. He said, "Clear direction must be presented, and the execution power to accomplish this must be embedded throughout the organization."

In particular, he proposed management innovation centered on artificial intelligence (AI). Chairman Yoon explained, "AI is not a choice but the execution infrastructure for BBQ," and added, "We will connect search, ordering, cooking, logistics, and overall organizational operations through data to achieve 'zero friction.'" Through this, the company plans to provide customers with faster and more accurate experiences, and to offer franchisees a more predictable operating environment.

Additionally, having completed the industry's first SAP implementation last year, the company will promote 'management infrastructure innovation' based on data across all areas of business, including sales, marketing, operations, and logistics, aiming to drive growth both domestically and internationally.

The global strategy also prioritizes completeness over speed. The company plans to use the Americas, Europe, China, and Central Asia as key bases, and to pursue a global strategy that expands from 'K-Culture' to 'K-BBQ.' Chairman Yoon stated, "We are in an era where reproducibility of taste, hygiene, quality, and trust themselves are the definition of premium."

Finally, he said, "Genesis BBQ Group is a company with DNA that has upheld its principles even in times of crisis over the past 30 years," and urged, "In this 31st anniversary year, let us, together with all employees and franchisees, put into action the philosophy of 'do it immediately, do it without fail, and do it until it is done,' and achieve our goals without fail."