Overview
- Genesis BBQ and BLT F&B Group have formed a joint European headquarters in Spain to spearhead the brand’s entry into the region.
- The Spain office will function as an integrated logistics hub overseeing local production, ingredient procurement and regional distribution.
- Initial market entries are planned through flagship stores in Spain, the United Kingdom, France, Poland and the Netherlands, with further expansion to follow in phases.
- The partnership targets master franchise agreements with local operators while tailoring product offerings to regional tastes.
- Chairman Yoon Hong-geun described Europe as pivotal for completing K-food’s globalization, following a Nov. 28 launch event in Seoul with BLT CEO Thomas Talarico.