Third New Zealand location set to open in Whangarei in September
BBQ targets wider Oceania expansion across Fiji and Papua New Guinea
Genesis BBQ Group, South Korea’s leading fried chicken franchise operator, said on Aug. 28 that it is expanding its K-chicken business in New Zealand, with a third store scheduled to open in Whangarei on the country’s North Island in late September.
BBQ currently operates two stores in Auckland, New Zealand’s largest city, and said its flagship Queen Street location has recorded steady growth since opening in July last year. Recent monthly sales at the store have risen to roughly three times the level recorded during its first month of operation.
The company is using different store formats based on local demographics and commercial conditions as it builds its presence in the New Zealand market.
Queen Street store gains traction in central Auckland
BBQ’s Queen Street store is located in one of central Auckland’s major commercial districts, surrounded by offices, tourism and shopping facilities and educational institutions.
The two-story location covers 396 square meters and provides about 80 seats, combining a full-service dining area with takeaway operations.
Its menu includes Golden Fried Chicken, Korean-style seasoned chicken and chicken platters, along with a range of Korean food, draft beer, Korean alcoholic beverages and cocktails.
BBQ said customer traffic has increased steadily since the store opened, helping monthly sales grow to around three times their initial level.
The company has positioned the location as more than a takeaway chicken outlet, targeting office workers, tourists, students and shoppers seeking both meals and social dining.
Different format targets Auckland residential market
BBQ opened its second New Zealand location in October last year in Pinehill near Albany in northern Auckland.
Unlike the large Queen Street restaurant, the approximately 59-square-meter Albany store focuses primarily on takeaway and delivery.
The format reflects the surrounding residential and automobile-oriented commercial area, which includes a Woolworths supermarket and sizeable Korean and other Asian communities.
Its menu includes Golden Fried Chicken, seasoned chicken, chicken combos and bucket meals as well as chicken rice, tteokbokki and side dishes.
By operating two different formats, BBQ is testing how its K-chicken business can be adapted to different types of New Zealand neighborhoods rather than relying on a single standardized store model.
Expansion moves beyond Auckland
BBQ is now preparing to take that strategy outside Auckland.
The company plans to open its third New Zealand location in Whangarei, a city in the northern part of the North Island, in late September.
The new store will mark BBQ’s first step beyond the Auckland market and provide another test of whether demand for Korean fried chicken can be expanded into regional New Zealand cities.
The company is also looking beyond New Zealand as part of a broader Oceania strategy.
BBQ currently operates in New Zealand and Fiji and plans to expand its restaurant network into other markets in the region, including Papua New Guinea.
“BBQ has been expanding its connection with local consumers in New Zealand by introducing store formats and menus tailored to the characteristics of each market,” a company official said.
“We will strengthen our business foundation in existing markets such as New Zealand and Fiji while expanding our network into other parts of Oceania, including Papua New Guinea, so that more consumers can experience K-chicken and Korean food.”
