Chicken franchise Genesis BBQ Group said Tuesday it has signed a master franchise (MF) agreement with Brunei food service company KB Company SDN BHD to tap into the Southeast Asian halal market.
Brunei, a nation of approximately 460,000 people with per capita gross domestic product (GDP) of around $30,000, is one of Southeast Asia's leading high-income countries. Through the MF agreement, BBQ plans to open its first store in the Beribi area, a key commercial district in the capital region. The company will then expand into commercial zones near the international airport and the Jerudong area, which is dense with upscale residential, tourism and leisure facilities.
Stores will offer signature menu items including Golden Olive Chicken and seasoned chicken, along with K-food items such as tteokbokki and kimchi fried rice. The company also plans to operate localized menu items reflecting local consumers' food culture and preferences. Partner KB Company is expected to support BBQ's market entry based on its experience operating halal-certified food service brands and its local network.
"Following Malaysia, this agreement will further expand our brand presence in the Southeast Asian Muslim consumer market," a BBQ official said. "We will work with our local partner to successfully establish ourselves in the Brunei market and broaden our foundation for tapping into Southeast Asia's high-income halal market."
BBQ has built competitiveness in the halal market by establishing standardized operations and cooking systems based on halal certification from the Department of Islamic Development Malaysia (JAKIM). The company currently operates in 57 countries worldwide, with businesses in the Asia-Pacific region including the Philippines, Taiwan, Vietnam, Malaysia, Indonesia, New Zealand and Fiji.
