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Chicken franchise Genesis BBQ to spread its wings in Indonesia with partnership

Published: 23 Sep. 2024, 16:35 Updated: 23 Sep. 2024, 19:26

YOON SEUNG-JIN
[email protected]

Genesis BBQ Chairman Yoon Hong-geun, right, poses for a photo with a representative from Indonesian firm Jakarta Heritage Rasa Harum after signing a master franchise agreement. [GENESIS BBQ]

Fried chicken chain Genesis BBQ has signed a partnership to expand its operations into Indonesia, the world's fourth most-populous country.

Genesis BBQ announced on Monday that it had signed a master franchise agreement with Jakarta Heritage Rasa Harum, an affiliate of business conglomerate Gunung Sewu, to make forays into the Indonesian market.

With a population of 270 million, the fourth largest in the world and a young demographic with an average age of 27.9, Indonesia has emerged as a major consumer market in Southeast Asia, making it a highly attractive opportunity for food companies.

Founded in 1953 as a commodities trading firm, Gunung Sewu has evolved into one of Indonesia's leading diversified business groups, with operations spanning a range of industries including food, insurance and property. Sreeya Sewu Indonesia, a major integrated poultry company within the Gunung Sewu Group, will supply a steady stream of chickens to the Korean partner.

Beginning in Jakarta, the capital city, the Korean fried chicken company aims to expand its presence in Indonesia by partnering with reliable and capable local businesses that have sufficient infrastructure. This expansion will include other major cities such as Bandung, Semarang, Surabaya and Bali.

"Indonesia, with its population of approximately 270 million, is the largest market in Southeast Asia,” said a BBQ spokesperson. "We plan to firmly establish ourselves as a leading representative of K-food in this market and expand into the Oceania market through Indonesia."

BY YOON SEUNG-JIN [[email protected]]