BBQ Expands New Zealand K-Chicken Business, Plans Third Store in Whangarei

Genesis BBQ Group, South Korea's leading fried chicken franchise operator, is expanding its K-chicken business in New Zealand. The company announced plans for a third store in Whangarei, located on the North Island, set to open in late September. Currently, Genesis BBQ operates two stores in Auckland, the largest city in New Zealand.

The flagship Queen Street location, which opened in July of the previous year, has experienced steady growth, with monthly sales rising to approximately three times their initial level. The company is adapting its store formats based on local demographics and commercial conditions. The Queen Street store, situated in a major commercial district of central Auckland, covers 396 square meters and accommodates about 80 customers, offering a mix of full-service dining and takeaway options.

Its menu features Golden Fried Chicken, Korean-style seasoned chicken, chicken platters, Korean food, draft beer, Korean alcoholic beverages, and cocktails. The business targets office workers, tourists, students, and shoppers by providing both meals and social dining experiences. In October last year, Genesis BBQ opened its second New Zealand location in Pinehill, near Albany, in northern Auckland.

This approximately 59-square-meter store primarily focuses on takeaway and delivery, catering to the residential and automobile-oriented commercial area in the vicinity. The store's menu includes Golden Fried Chicken, seasoned chicken, chicken combos, bucket meals, chicken rice, tteokbokki, and side dishes. By operating two distinct formats, Genesis BBQ is testing how its K-chicken business can be tailored to different types of New Zealand neighborhoods rather than relying on a single standardized store model.

The company is now preparing to expand its presence beyond Auckland, with plans to open its third New Zealand location in Whangarei in late September. This will mark Genesis BBQ's first step into regional New Zealand cities, providing further insight into whether demand for Korean fried chicken can be extended beyond the Auckland market.

The company is also pursuing an Oceania strategy, currently operating in New Zealand and Fiji, with plans to expand its restaurant network into other markets in the region, including Papua New Guinea. According to a Genesis BBQ official, the company is strengthening its business foundation in existing markets like New Zealand and Fiji while expanding its network into other parts of Oceania, allowing more consumers to experience K-chicken and Korean food.