Genesis BBQ opens takeout-only Hanoi store to tap into growing demand in Vietnam

Industry

Published: 16 Feb. 2024, 15:29 Updated: 16 Feb. 2024, 16:43

Genesis BBQ opens takeout-only Hanoi store to tap into growing demand in Vietnam

Korean fried chicken chain Genesis BBQ's Gardenia branch in Hanoi, Vietnam, opened as a bb.q Smart Kitchen (BSK) outlet which specializes in delivery and takeout, has opened as a bb.q Smart Kitchen (BSK) outlet [GENESIS BBQ]

Korean fried chicken franchise Genesis BBQ (bb.q) launched a delivery and takeaway-only store in Hanoi, Vietnam, to tap into the country's rapidly growing delivery market.

The store, named bb.q Smart Kitchen (BSK), is located in the Vinhome Gardenia apartment complex in Hanoi, Vietnam, the company said Friday. The BSK concept was developed in response to the challenges posed by the Covid-19 pandemic in 2020, which saw a decline in sales at traditional dine-in restaurants.

The Gardenia branch is the brand's inaugural venture into Southeast Asia with the BSK concept, making it the second outlet overseas, following the one in New Jersey, United States.

Genesis BBQ highlighted the rapid growth of Vietnam's food delivery market since Covid-19.

Food delivery orders within platforms soared by 30 percent last year, reaching $1.4 billion, driven by the country's high motorcycle ownership rate — with seven out of 10 people owning one, according to market research firm Momentum Works.

"Given Vietnam's standout growth in the Southeast Asian delivery market, we're proud to debut the BSK model in Hanoi, marking the first in the region," a bb.q official said. "Looking ahead, we're not just sticking to chicken, we'll be expanding our cafe-style outlets to offer a range of Korean dishes like fried rice with kimchi, sundubu jjigae (spicy tofu stew), and tteokbokki (spicy rice cakes), while adding more BSK stores tailored to each area's commercial characteristic."

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]