Barbecue chain Gen Korean BBQ is expanding its CPG division, an at-home portfolio that expands beyond ready-to-cook meats into a full line of Korean food products including meals, side dishes, sauces, drinks, adult beverage SOJU, and snacks, giving consumers more ways to bring the Gen experience home.

"In October 2025, we announced this new division of CPG products at over 30 locations in Southern California. Currently, we have expanded our CPG business to over 800 locations in various supermarkets around the country,” said David Kim, Chairman and CEO of Gen. “This rapid expansion highlights the incredible consumer demand of the Gen brands and emphasizes the effectiveness of our brand recognition and growth strategy for scaling new products quickly and efficiently.

"Our internal studies show that more than 50% of consumers who purchased our ready-to-cook meats were already familiar with the Gen brand and have eaten at our restaurants. Additionally, all of the supermarket chain buyers have also eaten at our restaurants and know our Gen brand. Due to the exceptional early reception from both retail buyers and consumers, we are accelerating our trajectory for expansion."

By the end of 2026, Gen projects to have its CPG products in 1,500-2,000 locations across the United States, with a run rate in excess of $20 million in revenue. They estimate that their CPG products will be carried in 7,000-8,000 locations by the end of 2027. With this expanded growth, the company believes it can achieve $100 million run rate in annual revenue in as soon as three years, not the five years originally projected.

Gen’s brand recognition is a key driver behind its retail momentum and has been supported by Gen's restaurants, gift cards at Costco, and social media. Korean food is under-penetrated but the most sought out food in the ethnic food category.

Gen will offer multiple K-Food SKUs under the Gen K-Food Eco system. Gen has deployed trained team members to local grocery stores to demo the brand's products. This has been successful in moving products to consumers.

Due to early retail reception from both buyers and consumers, Gen is accelerating its CPG expansion trajectory and expects CPG to be a meaningful growth driver with strong margins. Due to this acceleration, Gen will be working with investment bankers in the CPG space to explore and identify possible investment and logistics partners to help grow this business and increase shareholder value.

Source: Gen Restaurant Group