In 2026, bb.q Chicken (Genesis BBQ) is moving beyond its initial flagship locations in Sydney and Melbourne to a multi-format national rollout. The brand is capitalizing on the fact that Korean fried chicken is no longer a niche “foodie” item but a core protein competitor in the $57 billion global fried chicken market.

Key Growth Pillars for 2026:

• Diversified Store Models: Moving away from large-scale sit-down restaurants, the 2026 strategy focuses on “bb.q Express” and “Shop-in-Shop” units in high-traffic shopping centers and transport hubs.

• Regional Entry: After saturating the Sydney CBD and Inner West, the brand is actively scouting for franchise partners in Greater Brisbane, Perth, and Adelaide for late 2026 openings.

• “Chicken University” Standards: All 2026 Australian franchisees are now integrated into the global “Chicken University” training system, ensuring that the 100% olive oil frying technique remains consistent across all 30+ Australian sites.

“Our mission for 2026 is to make ‘K-Chicken’ as accessible as any local brand. Australia is a sophisticated market that values the ‘Best of the Best Quality’ (bb.q) ethos, and we are committed to becoming the #1 Korean franchise in the region.”

— Yoon Hong-geun, Chairman of Genesis BBQ Group

bb.q Chicken’s National Takeover

bb.q Chicken: The “Chicken University” Standard

As a premium brand, bb.q Chicken’s training is much more intensive, focusing on their proprietary 100% Olive Oil frying process.

• Phase 1: Headquarters Certification: Franchisees undergo a 5-day intensive program (often at regional HQs) covering “The Science of the Crunch.” This includes technical training on their specialized frying equipment.

• Phase 2: 14-Day On-Site Training: Unlike simpler models, bb.q provides two full weeks of training at the franchisee’s own location. This covers:

  • The Secret Recipes: Precise battering and saucing techniques.

  • Kitchen Management: Managing the high cost of premium olive oil and minimizing “dead time” during prep.

  • Delivery Logistics: Optimizing packaging to ensure the chicken stays “crunchy” for up to 30 minutes in transit.

• Phase 3: The “Grand Opening” Squad: A dedicated team of experts assists on-site for the first 3-5 days of trade to handle the high volume typically seen at K-Food launches.

The “Crunch Factor” is the driving data point for 2026. While the Australian functional food market hits $34 billion, the fried chicken segment is seeing a pivot toward “Global Flavors.”

• The Healthier Fry: bb.q Chicken’s use of olive oil is a major marketing lever in 2026 as consumers become more health-conscious even when indulging.

• Delivery Dominance: 2026 store designs prioritze a “delivery-first” window to accommodate the 40% of revenue now coming from apps like UberEats and DoorDash.