South Korea’s chicken delivery chain operator Genesis Corp. has set up a branch in New York, stepping up its efforts to tap into the U.S. market, company officials said Wednesday.
Genesis opened the branch on Tuesday following the establishment on Saturday of one in Orange County, California, and in Korea Town in Los Angeles. The company’s large-scale foray into the U.S. market began in June 2006, when it signed master franchise contracts with two U.S. companies located in Los Angeles and New York.
Under the contracts, the South Korean firm provides the U.S. partners with its brand “BBQ” and other business know-how, while the partners are responsible for operations of the outlets.
In November last year, the company launched a pilot shop in Las Vegas, Nevada, to develop and tailor products for the American market.
The company hopes it will be able to set up as many as 200 additional branches in the U.S. within this year.
The chicken franchisor, which operates 250 restaurants in 43 countries, entered the Chinese market in 2003 in its first overseas foray before opening branches in Madrid the next year and in Tokyo in 2006.
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