Genesis BBQ won the Grand Management Award in the Franchise Section from the Korea Academic Society of Business Administration for advancing the franchise and agricultural livestock industries in Korea by developing a business model since 1995 when it first launched its operation. BBQ was considered to have made a great contribution to the growth of various inter-connected industries, including chicken farming and the Central Kitchen System for preparing and roasting chickens, as well as hiring some 40,000 people directly and indirectly to run its operation.
The academic society also didn’t spare words in its praise for the chicken franchise operator for developing its own unique franchise restaurant model, as well as setting it up for business overseas, making a great contribution to foreign exchange revenues. It achieved this by investing some 270 billion won in 57 countries abroad to set up its eatery business all over the world.
Genesis BBQ is one of Korea’s leading culinary franchises, spreading Korea’s culinary businesses and propagating Korean food culture around the globe. Genesis BBQ has, so far, signed Master Franchise agreements with local leading companies in 57 different countries including the United States, China, Vietnam, and Brazil. As of today, Genesis BBQ has opened 500 locations in 30 countries.
The company’s daring management strategy paid off, as the number of franchise chicken eateries now totals over 1,000 all over the world in four years. It is expected to rise to 1,800 in seven years. But the company continued to make investments in its operation and related areas.
The chicken eatery franchise operator set up a “chicken college” to train its own people to run a business modeled after the “hamburger college” set up by the MacDonald’s, with some 40 holders of doctorates and masters’ degrees working there. From April 2009, and up until now, the college turned out some 13,000 graduates to help run the BBQ franchise chicken eateries around the world. The company has also been giving out scholarships to the children of franchise owners to solidify relations with them, costing some 1.69 billion won. The company also founded a system whereby it will send a two-man team to franchise stores when owners have to take “leave time” for a number of reasons, including vacation, family and business matters. Chairman Yoon Hong-keun said no matter how good one’s systems are, no one can run a franchise business alone. Therefore, he meticulously keeps communications with the franchise operators close.
He has been meeting with all the owners of the 1,800 franchise stores over a period of one month every year. In addition, he chairs a marketing meeting with them once or twice a year to discuss such matters as marketing programs, ads, and other events to improve their business conditions.
The chairman also presides over Management Committee meetings to decide on the prices of chicken provided to the franchise stores and other operational matters.
ChinaNet Online Holdings Inc. announced that it has signed a strategic partnership agreement with Korean based Genesis BBQ Global Co. Ltd. to help expand its "BBQ Chicken" restaurant chain in China. Genesis BBQ Chicken and ChinaNet have signed a partnership agreement to expand the Chinese market, create a one-stop purchasing service platform and plan an active online to offline marketing program that includes traditional and online digital advertising, trade shows and referrals. In the next six years, ChinaNet plans to help Genesis BBQ Chicken open 10,000 franchisees in a mix of restaurants and stall shops in 3rd- to 5th-tier cities across China.
Upon the success of opening 10,000 franchisees, franchise fees and revenues will be shared. These franchisees will all be equipped with Business Direct 3.0 solutions for further big data analysis and operation optimization.
For its global business strategy, Genesis BBQ adopts a Master Franchise model for effective localization. A Master Franchise model is one international franchise arrangement where the franchiser enters into a partnership with a competent local business partner familiar with the local business environment.
