“Genesis BBQ teams up with Good Tree South Africa as Chairman Yoon Hong-geun and CEO Lee Dong-il sign the master franchise agreement.”. Picture credit: Google
By Thulane Madalane
South Africa’s fast-food scene is about to get a flavorful new twist as Genesis BBQ Chicken, one of South Korea’s most popular fried chicken brands, announces its entry into the country. The move marks the beginning of the company’s ambitious expansion across the African continent.
The brand has signed a master franchise agreement with Good Tree South Africa, a local distributor of Korean food products, which will operate the Genesis BBQ Chicken restaurants and pay royalties to the Korean company.
The deal was officially signed on 5 November 2025 at Genesis BBQ’s headquarters in Seoul, with company chairman Yoon Hong-geun and Good Tree South Africa CEO Lee Dong-il in attendance.
“South Africa is our strategic cornerstone for expanding into the African market and promoting K-food globally,” said Yoon. “We’ll introduce localised menu items and share Korean food culture centered on K-chicken.”
Targeting Major Cities and a Young, Chicken-Loving Population
Good Tree South Africa plans to launch Genesis BBQ Chicken restaurants in key urban centres including Cape Town, Johannesburg, and Bloemfontein.
With a population of over 63 million and a median age of 28, South Africa presents a strong potential market for franchise growth. The country also boasts a pronounced appetite for chicken: according to the South African Poultry Association (2024), the average South African consumes 36 kilograms of chicken per year, well above the global average of 14.6 kg and even higher than South Korea’s 16.2 kg per person annually.
Chicken dominates the local fast-food market. Research by Eighty20, a Cape Town consultancy, highlights KFC as the top fast-food brand, followed by Chicken Licken, Debonairs Pizza, and McDonald’s. Together, chicken, burgers, and pizza account for roughly two-thirds of all fast-food spending, with chicken taking the largest share.
Genesis BBQ: A Global Fried Chicken Powerhouse
Founded in Seoul in 1995, Genesis BBQ has grown into one of South Korea’s largest restaurant chains. Its name, “BBQ,” stands for “Best of the Best Quality,” reflecting its focus on crispy fried chicken prepared in olive oil for a healthier alternative.
The company grew rapidly in its early years:
- 1999: Opened its 1,000th store and launched “Chicken University” in Seoul to train staff and franchise owners
- 2003: Began international expansion with its first store in China
- 2004–2006: Expanded into Spain, the United States, Japan, and Australia
Today, Genesis BBQ operates:
- About 2,400 stores in South Korea
- Over 700 locations in 57 countries
- Around 250 outlets across 30 U.S. states and 100+ in Canada
In 2007, the brand was recognized by King Carlos III of Spain with a Medal of Honor for promoting Spanish olive oil, a key ingredient in its signature fried chicken.
Ambitious Global Growth Plans
Yoon said Genesis BBQ’s mission is to promote health and happiness through good food.
“We are continuously creating history through challenge and innovation. Our goal is to establish 50,000 restaurants worldwide by 2025 and become the world’s largest franchise group,” he explained.
With its Korean flavours, quality ingredients, and health-conscious approach, Genesis BBQ Chicken aims to stand out in South Africa’s competitive fast-food market, offering locals a fresh take on a familiar favorite.
South Africans can look forward to a crispy, flavourful, and innovative chicken experience, as Genesis BBQ brings a taste of Korea to the heart of the country’s fast-food scene.
