[Yoon Eun Key's X Management(62)] BBQ on the Advance, Embracing the World...

[Columnist Yoon Eun Key, Korea Lecturer News] Korean fried chicken has captivated the taste buds of people around the world, becoming a symbol of 'K-Food' beyond simple dining out.

Genesis BBQ, leading the charge, is moving forward unstoppably. What is the driving force behind BBQ's growth as it expands globally, including into the United States, the home of chicken? It is the power of 'Quality Management,' which preserves the essence of taste, and 'X Management' (Collaboration Management), which creates synergy by combining disparate fields.

BBQ has established itself as a mainstream player in the local market, having expanded into 29 of the 50 U.S. states. This was made possible not merely by selling Korean-style chicken, but through deep 'community-based collaboration' with local society.

BBQ has enhanced its brand credibility by continuing a campaign to donate chicken to "public heroes," such as firefighters and police officers, across the United States. This represents a high level of ESG. It is an exemplary case of "social collaboration" that goes beyond simple donation to create an emotional connection with the local community. Local media outlets rushed to report on the initiative.

Another collaboration that gave the company wings was a strategic partnership with delivery platforms. By working closely with global delivery platforms such as DoorDash and UberEats, the company optimized its logistics infrastructure. Through this, it perfected a "speed management" strategy that allows people anywhere in the vast United States to enjoy freshly fried chicken.

BBQ is continuing bold collaborations that break down industry boundaries to leap forward as a 'premium lifestyle' brand in the global market.

BBQ gained significant popularity by participating as the sole chicken collaboration partner in the 'BMW M FEST' recently held at the Incheon Driving Center. The collaboration between a world-class premium automotive brand and Korea's leading chicken brand is intended to demonstrate that the values ​​BBQ pursues lie not merely in cost-effectiveness, but in a 'high-quality brand experience.'

Recently, the brand was naturally exposed through product placement in Korean dramas and movies broadcast worldwide. Watching the protagonists in these videos enjoy the chicken instilled a desire in global viewers. This 'cultural collaboration' had the effect of imprinting BBQ as K-Chicken on the global MZ generation.

Underlying BBQ’s all-encompassing collaboration are Chairman Yoon Hong-keun’s “bold vision” and “powerful drive.” He is pursuing an X-management strategy of “multiplication (x)” rather than “addition (+)” toward the goal of “50,000 stores worldwide by 2030.”

Another success factor that I note is the Chicken University. It is a place where I have lectured on several occasions. Through its meticulously refined 'Chicken University' in Korea, BBQ transfers standardized recipes and management know-how to partners worldwide. This is the core of 'system collaboration,' where franchisees around the world and the headquarters operate as a single organism. Furthermore, the company is evolving into a food tech enterprise by introducing AI-based operating systems and robotic cooking technology. The combination of technology and the food service industry is the core business model pursued by 'X Management.'

BBQ's unstoppable advance into overseas markets proves the adage that "the most Korean thing is the most global thing." At the same time, it confirms that success is possible only through bold local collaborations.

BBQ is a successful model of 'X Management'. 'Collaboration DNA' lies at the core of BBQ's success formula, which involves joining hands with various global partners to create new value.

Columnist Profile

Columnist Yoon Eun Key graduated from the Department of Psychology at Korea University and holds a Master's degree in Business Administration from Yonsei University and a Ph.D. in Business Administration from Inha University. He served as the Director of the Central Civil Service Training Institute (vice-minister level), President of Seoul National University of Science and Technology, and Chairman of the Seoul Metropolitan Government Employee Immunity Deliberation Committee. Currently, he is active as the Chairman of the Korea Collaboration Development Forum, Chairman of the Republic of Korea Baekgang Forum, Chairman of Baeksohoe, Chairman of the Air Force Policy Development Advisory Committee, and Dean of the Dosan Aegiaeta Leadership Academy.

Broadcasting activities include KBS 1 Radio's 'Live Today', EBS TV's 'The World of Work', and MBN TV's 'Easy-to-Understand Economic Stories'. Major works include <X Management(2025)>, <Create Through Collaboration(2015)>, <Thinking About the National Dignity of the Republic of Korea(2010)>, <Charm Is Competitiveness(2009)>, <Time Tech: The Art of Time Creation(1992)>, and <Special Lectures on Informatics(1987)>.

Awards include 'Person Who Brought Glory to the Air Force (2015)', 'Proud Air Force Person of the Republic of Korea Air Force Veterans Association (2015)', 'Grand Prize in the CHO Category at the 9th Korea HRD Awards (2011)', 'Order of Merit for Public Service (2009)', and 'Industrial Education Award for Outstanding Lecturer (1997)'.

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