Genesis BBQ has opened its first store in Almaty, Kazakhstan, marking its entry into the Central Asian market. This is the first time BBQ has expanded into this region.
On May 11, BBQ announced the opening of its Mega Almaty location in the southern part of Almaty, the largest city in Kazakhstan, within the MEGA Alma-Ata shopping mall.
The store covers approximately 78 square meters and is located on the second floor food court of the mall. It offers a variety of menu items, including Golden Fried Chicken, the seasoned "Secret Sauce Chicken," chicken burgers, tteokbokki, and set menus. The menu also features "UFO Chicken," which includes chicken served with cheddar cheese fondue, targeting local consumers.
Almaty is recognized as Kazakhstan's largest city and a key economic hub in Central Asia. The city has a well-developed dining, franchise, and retail industry, making it a prime location for global brands entering Kazakhstan. With a concentration of finance, trade, and tourism industries, the demand for dining out in the evenings is high, and the presence of major universities contributes to a strong market of young people and international students.
The Mega Alma-Ata shopping mall, where BBQ has opened, is one of the largest shopping centers in Central Asia, with a total area of about 180,000 square meters. It attracts around 10 million visitors annually and is considered a central business district that draws university students, professionals, and tourists.
BBQ plans to accelerate its expansion across Kazakhstan, starting with Almaty. The company aims to open an additional 20 stores in key commercial areas by the end of the first half of the year and intends to enter the capital city of Astana in the third quarter. Based on this strategy, BBQ aims to have 100 local stores open by the end of the year.
A BBQ representative stated, "This entry into Kazakhstan is a result of public-private collaboration achieved through cooperation with the Korea Trade-Investment Promotion Agency (KOTRA). We plan to strengthen our presence in the Central Asian market by expanding our business to major cities like Astana, starting from Almaty."
* This article has been translated by AI.
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