SEOUL, April 27 (Korea Bizwire) — Genesis BBQ, a South Korean fried chicken chain, said Monday it plans to tap deeper into the U.S. market by opening shops at sports facilities, paving the way to promote its products at popular sporting events including National Football League (NFL) games.
Under the agreement with U.S.-based Levy Restaurants, Genesis BBQ will supply its products to Levy’s shops and kiosks at 92 sports stadiums for football, baseball and basketball games.
The company said it has also won an official sponsorship status with the NFL, which puts it in line with top-tier global brands like McDonald’s and Samsung Group.
Genesis BBQ said it will also supply food to 125 college campuses in the deal, which may begin in June.
“Our company, which first entered the U.S. market in 2006, will now tap the food industry that combines sports and entertainment aspects,” the company said. “The deal will push up the reputation of South Korean franchise brands.”
Genesis BBQ expects the deal will allow the company to rake in 2.4 trillion won (US$2.23 billion) in annual sales. It also plans to establish a factory in the U.S. for a stable supply of products.
The company, which currently holds around 500 shops in 30 countries, plans to open 10,000 shops in the U.S. by 2020.