GEN Korean BBQ Expands from 31 to 300 Grocery Stores Amid Rising Demand

Rhea-AI Summary

GEN (NASDAQ:GENK) announced an accelerated grocery rollout: its Ready-to-Cook Meats line, launched last month in 31 Pavilions stores, will expand to over 300 Albertsons and Vons locations across Southern California as of Oct 20, 2025. GEN offers four initial Korean BBQ-ready meat SKUs and says more SKUs are in development to leverage rising demand.

The release cites industry context: U.S. supermarket sales projected >$900B in 2025 and 2024 U.S. retail meat sales of $104.6B (+5% YoY). GEN reports >50% of retail buyers were already familiar with the brand from restaurant visits, supporting its omnichannel growth strategy.

Positive

• Retail footprint expanded from 31 to over 300 stores
• Initial CPG launch includes four Ready-to-Cook meat SKUs
• >50% of retail buyers reported prior brand familiarity
• Launch leverages broader market: $104.6B U.S. retail meat sales in 2024

Negative

• None.

Insights

Retail CPG Strategist

GEN scaled grocery distribution rapidly, moving from 31 to over 300 stores, signaling meaningful retail traction for its Ready-to-Cook meats.

GEN expanded its Ready-to-Cook Meats from 31 Pavilions stores to over 300 Albertsons and Vons locations in Southern California as of Oct. 20, 2025. The CPG launch currently comprises four meat SKUs and benefits from stated brand recognition, with an internal finding that over 50% of purchasers had previously visited a GEN restaurant.

Dependencies and risks center on execution and consumer uptake across the broader chain. Continued shelf placement, inventory flow, promotional support, and repeat purchase matter for sustained sales. The release notes supermarket industry scale ($900 billion projected sales in 2025) and category context ($104.6 billion retail meat sales in 2024), along with cited demand indicators like 61% of Americans saying they like or want to try Korean foods and Asian food unit and dollar sales up 3.9% and 4.9% respectively.

Concrete items to watch in the near term: expansion timing and rollout quality across the >300 stores, sell-through and repeat-buy rates for the four SKUs, and the planned NPD cadence for additional SKUs. These metrics will show whether initial distribution converts into sustained retail revenue and broader national expansion over the coming quarters.

CERRITOS, Calif., Oct. 20, 2025 (GLOBE NEWSWIRE) -- GEN, the innovative leader in Korean BBQ and ready-to-cook meal consumer packaged goods (“CPG”) solutions, is proud to announce a major expansion of its grocery retail footprint through a new partnership with Pavilions, Albertsons and Vons. The company’s popular Ready-to-Cook Meats line, which launched just last month in 31 Pavilions stores, will now be available in over 300 Albertsons and Vons locations across the Southern California region.

“We catapulted from 31 stores with Pavilions to over 300 stores with Albertsons and Vons locations in just a matter of weeks,” said David Kim, Chairman and CEO of GEN. “This rapid expansion highlights the incredible consumer demand we’re seeing and emphasizes the effectiveness of our growth strategy and scaling new products quickly and efficiently.”

GEN continues to offer four bold, authentic Korean BBQ-inspired products in its Ready-to-Cook (CPG) line, each crafted for convenience, flavor, and Korean ingredients. These offerings align with powerful trends in the grocery industry:

• The U.S. supermarket industry sales are projected to be over $900 billion in 2025, consisting of over 78,000 stores.
  
  
• In 2024, U.S. retail meat sales hit $104.6 billion, up 5% from the previous year.
  
  
• Korean cuisine is among the fastest-growing segments in the ethnic food market, with U.S. demand surging across sauces, marinades, and prepared dishes.
  
  
• Nearly 98% of U.S. households purchase meat, and frequency is increasing as convenience options become more prevalent.
  
  
• According to Supermarket News, 61% of Americans say they like or want to try Korean foods. That’s part of a larger trend where ethnic and Asian food aisles are expanding in the U.S. Supermarkets.
  
  
• Grocery retailers are reacting: Asian food unit sales were up 3.9% year-over-year, with dollar sales up 4.9% in the ethnic/Asian section of many stores.
  
  

Our internal studies show that more than 50% of consumers who purchased our Ready-to-Cook meats were already familiar with the GEN brand having visited one of our restaurants. This strong brand recognition is a key driver behind our retail momentum and a testament to the connection we've built with our consumers through our restaurants, gift cards at Costco and Sam’s Club, and social media. It’s an expansion area that enhances, rather than competes with, our restaurant operations.

Looking ahead, GEN plans to expand its product offerings beyond the initial four meat SKUs, leveraging growing brand recognition and market momentum. New product development is already underway, with future additions aimed at delivering even more variety, authenticity, and convenience to GEN's loyal and expanding customer base.

GEN is building a powerful ecosystem that extends beyond restaurants into a community of authentic Korean products, experiences and digital innovation. From food and beverages to digital assets and entertainment, each element of the GEN ecosystem connects and uplifts the others – creating a unified GEN brand that pioneers Korean culture.
 
For more information or to find a GEN Korean BBQ near you, visit:
www.genkoreanbbq.com/locations

About GEN Restaurant Group, Inc.
​​GEN Korean BBQ is one of the largest Asian casual dining restaurant concepts in the United States. Founded in 2011 by two Korean immigrants in Los Angeles, the brand has now grown to 57 company-owned locations where guests serve as their own chefs, preparing meals on embedded grills in the center of each table. The extensive menu consists of traditional Korean and Korean-American food, including high-quality meats, poultry, seafood and mixed vegetables. With its unique culinary experience alongside its modern décor and lively atmosphere, GEN Korean BBQ delivers an engaging and interactive dining experience that appeals to a vast segment of the population. For more information, visit GenKoreanBBQ.com and follow the brand on Facebook and Instagram.

Investor Relations Contact:
Thomas V. Croal
1-562-356-9929
investor@genbbqoffice.com

FAQ

What grocery expansion did GEN (GENK) announce on October 20, 2025?

GEN announced its Ready-to-Cook Meats line will expand from an initial 31 Pavilions stores to over 300 Albertsons and Vons locations in Southern California.

How many Ready-to-Cook SKUs does GEN (GENK) currently sell in stores?

GEN currently offers four Korean BBQ-inspired Ready-to-Cook meat SKUs in grocery stores.

What industry figures did GEN cite to support its grocery rollout on Oct 20, 2025?

GEN cited projected U.S. supermarket sales of over $900 billion in 2025 and $104.6 billion in U.S. retail meat sales for 2024 (+5% YoY).

Does GEN (GENK) claim existing brand recognition among grocery buyers?

Yes—GEN reports that its internal studies show more than 50% of consumers who purchased Ready-to-Cook meats were already familiar with the brand from restaurant visits.

Will GEN (GENK) add more products after the initial grocery launch?

GEN says new product development is underway to expand beyond the initial four meat SKUs, aiming to add more variety and convenience.

Where can investors find GEN Korean BBQ locations or more info after the Oct 20, 2025 announcement?

The company directs visitors to its locations page at www.genkoreanbbq.com/locations for store and restaurant information.