Major international fast food franchise coming to South Africa
Major Korean fried chicken brand Genesis BBQ Chicken has signed a deal to open its first restaurant in South Africa, marking the start of its expansion across the African continent.
The popular fast-food brand has reportedly signed a master franchise agreement with Good Tree South Africa, a local distributor of Korean food products.
Good Tree will run Genesis BBQ Chicken restaurants in the country and pay royalties to the Korean company.
The deal was signed at Genesis BBQ’s headquarters in Seoul on 5 November 2025, with company chairman Yoon Hong-geun and Good Tree South Africa CEO Lee Dong-il in attendance.
Yoon said South Africa will play a key role in the company’s plans to grow internationally.
“South Africa is our strategic cornerstone for expanding into the African market and promoting K-food globally. We’ll introduce new localised menu items and spread Korean food culture centered on K-chicken,” he said.
Good Tree South Africa plans to open the first Genesis BBQ Chicken restaurants in major cities such as Cape Town, Johannesburg, and Bloemfontein.
The company said South Africa’s young population and strong demand for chicken make it an ideal market for the brand.
With more than 63 million people and a median age of 28, the country offers strong potential for franchise growth.
Genesis BBQ pointed to data from the South African Poultry Association’s 2024 report showing that the average South African eats about 36 kilograms of chicken per year—more than half of all the meat consumed in the country.
This is well above the global average of 14.6 kilograms and even higher than Korea’s 16.2 kilograms per person per year.
Chicken is also South Africa’s most popular fast food. Research by Cape Town-based consultancy Eighty20 found that KFC remains the country’s top fast-food brand.
Chicken Licken, Debonairs Pizza, and McDonald’s follow closely behind. The same research showed that chicken, burgers, and pizza make up around two-thirds of all fast-food spending, with chicken taking the largest share.
Massive expansion plans
Founded in Seoul in 1995, Genesis BBQ has grown into one of South Korea’s biggest restaurant franchises.
The name “BBQ” stands for “Best of the Best Quality,” and the brand is best known for its crispy fried chicken cooked in olive oil, which it said makes the food healthier.
The company’s early growth was fast. By 1999, it had opened its 1,000th store in Korea and launched “Chicken University” in Seoul — a dedicated training facility for staff and franchise owners to maintain quality and consistency.
Genesis BBQ began expanding overseas in 2003 with its first restaurant in China, followed by Spain in 2004, and the United States, Japan, and Australia in 2006.
Today, the brand operates about 2,400 restaurants in South Korea and more than 700 locations in 57 countries. In the United States, it runs around 250 outlets across 30 states, while Canada has over 100.
In 2007, the company was recognised by King Carlos III of Spain with a Medal of Honor for helping to promote Spanish olive oil, a key ingredient in its famous olive oil-fried chicken.
Yoon said the company’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 said.
Genesis BBQ Chicken hopes its mix of Korean flavours, focus on quality, and health-conscious approach will help it stand out in the competitive market.
Genesis BBQ Chicken
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