South Korea’s Genesis BBQ Group, which operates chicken franchise BBQ, announced on Feb. 16. that it has opened a BBQ Smart Kitchen (BSK) store in Hanoi, Vietnam, specializing in delivery and packaging.
The store is located in the Vinhome Gardenia shopping center, a high-end apartment complex in Hanoi, with an area of about 22 square meters. BBQ has recently launched the BSK store with the aim of attracting a significant number of delivery and packaging customers. The store’s location in a commercial area, which is in close proximity to various apartment complexes, universities, international schools, hospitals, and business complexes, is expected to bring in a large number of customers.
BBQ also believes that the delivery market will expand as Vietnam has 700 two-wheelers per 1,000 people, and plans to increase the number of BSK-type stores through strategic commercial area analysis. According to the Southeast Asia Food Delivery Activity Report by global market research firm Momentum Works, the value of food delivery orders on Vietnamese platforms in 2023 is expected to reach 1.4 billion won, a 30% year-on-year increase.
BBQ has been accelerating its market expansion by opening stores in major cities such as Da Nang and Hanoi last year, and plans to expand not only BSK stores but also café-type stores that sell Korean food such as kimchi fried rice, spicy tofu stew, and tteokbokki.
“As Vietnam’s delivery market is growing unrivaled among Southeast Asian countries, we are introducing the BSK model in the capital for the first time,” said a BBQ representative. “We will continue to develop a store model that best suits local conditions through market analysis that utilizes the characteristics of each country to expand the market faster and grow into a leading K-food company.”
