CAPE TOWN – South Africa’s vibrant food scene is set to welcome a massive new player, the Genesis BBQ Group, leading South Korean fried-chicken franchise, which announced its official debut in the African food market.
The group’s flagship brand, BBQ, has signed a master-franchise agreement with Good Tree South Africa, a local distributor of Korean-food products. This agreement grants Good Tree exclusive rights to develop, operate and manage all BBQ franchise locations across the country.
“South Africa is a strategic bridgehead for fully-fledged entry into the African continent,” said Yoon Hong-geun, chairman of Genesis BBQ Group, “and a key hub for accelerating the global expansion of K-food.”
Targeting Chicken-Loving Consumers
BBQ’s decision to enter South Africa is strongly supported by the country’s demographic profile and established eating habits. With a population of 63,2 million and a youthful median age of just 28, the market shows immense growth potential.
The franchise noted South Africa’s culture surrounding chicken consumption is highly developed, exceeding half of the total meat consumed, with an annual per capita consumption of about 36 kg.
“We will make efforts to expand the culture of Korean food, centered on ‘K-chicken’, throughout Africa,” Yoon added, “with differentiated menus tailored to local culture.”
In collaboration with Good Tree, which operates approximately 3 000 supermarkets, BBQ plans to open Quick Service Restaurant (QSR)-type stores in major metropolitan centres, including Cape Town, Johannesburg and Bloemfontein. The move signals a major strategic investment aimed at making “K-chicken” a staple across the continent.
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