Second Mexico location scheduled to open in Monterrey by the end of August
Genesis BBQ Group, South Korea’s largest chicken franchise operator, said on Aug. 10 that it has opened its first restaurant in Mexico City, expanding its presence in Latin America as it targets one of the region’s largest consumer markets.
The new BBQ Zona Rosa restaurant is located in Zona Rosa, one of Mexico City’s major commercial, dining and tourism districts. The opening brings BBQ’s Latin American network to 20 stores, with the company already operating in markets including Panama, Costa Rica, the Bahamas and Colombia.
Mexico, with a population of about 130 million, represents a potentially significant market for BBQ’s overseas expansion. Mexico City itself has about 9.2 million residents, while the broader metropolitan area has a population exceeding 20 million.
The capital also accounts for roughly 15% of Mexico’s gross domestic product, making it an important economic and consumer hub as BBQ seeks to establish a broader foothold in the country.
The company selected Zona Rosa for its first location due to the district’s concentration of restaurants, hotels, cafes and retail facilities. The area is located near Paseo de la Reforma, one of Mexico City’s main thoroughfares, and attracts both local consumers and international visitors.
The 338-square-meter restaurant spans two floors and includes a terrace, with seating for 115 customers. Rather than focusing exclusively on fried chicken, BBQ has designed the location as a broader dining destination offering Korean food, desserts, alcoholic beverages and other drinks.
Its chicken menu includes 12 varieties, including Golden Fried Chicken, Classic Fried and Cheesling, available as individual dishes and combination meals.
BBQ is also using the Mexico City restaurant to introduce local consumers to a wider range of Korean food. The menu includes original and rose tteokbokki, kimchi fried rice, rice bowls, fried chicken salad bowls, chicken burgers and hot dogs.
Couple and family meal packages are also available for customers who want to share multiple menu items.
The company has expanded the dessert and beverage lineup with mini financiers, chewy cookies and mini tiramisu, along with around 20 Korean and Mexican alcoholic and non-alcoholic beverages.
The broader menu reflects BBQ’s strategy of positioning its overseas restaurants not simply as fried chicken outlets but as locations where consumers can experience a wider selection of Korean food and dining culture.
Mexico is expected to play an increasingly important role in the company’s Americas strategy. Its large domestic consumer base and position between North and Latin America provide BBQ with an opportunity to expand its K-chicken business across major urban markets.
BBQ plans to use the Mexico City restaurant as a base for further expansion into other Mexican cities. A second location is scheduled to open in Monterrey, a major industrial and economic center in northern Mexico, by the end of August.
The company said it plans to gradually increase its presence in major Mexican cities while strengthening its broader business network across North and Latin America.
“Mexico is a key consumer market in Latin America with a population of around 130 million, and Mexico City will serve as an important base for expanding our local business,” a BBQ official said. “We will continue expanding into major Mexican cities, introduce BBQ’s K-food offerings to more local consumers and strengthen our brand competitiveness in the market.”
