A California-based Korean BBQ chain attracting Wall Street and meat lovers is now expanding across the US — see what it's like to dine there

Brittany ChangAug 20, 2023, 17:57 IST

Gen Korean BBQ is a meat lover's paradise that's quickly expanding across the US.Brittany Chang/Insider

Gen Korean BBQ, an all-you-can-eat Korean barbecue chain, is rapidly expanding across the US.
The casual restaurant offers endless mounds of Korean-inspired meats for patrons to cook at their tables.

The next hottest restaurant in your town could be a barbecue chain. Just be prepared to grill your own meat.

Gen Korean BBQ, founded by two Korean immigrants, first hit the Los Angeles food scene in 2011, wooing diners with its marinated meats, do-it-yourself culture, and banchan (side dishes). Since then, the interactive dining experience has grown to 34 locations across the US primarily in California and Texas. And now, it's expanding fast.

In 2023, Gen opened its first East Coast locations in New York City and Fort Lauderdale, Florida. Soon, the restaurant group — which successfully went public in June — will launch in a list of states across the US.

Here, there are no racks of glazed sugary meats served to you on a giant platter.

Brittany Chang/Insider

It could be a foreign concept to Americans who don't have exposure to Korean cuisine and dining culture.

Brittany Chang/Insider

In its second quarter 2023 earnings report, Gen Restaurant Group reported its revenue had increased more than 10% to $46.5 million compared to the same period in 2022.

Brittany Chang/Insider

Gen now believes it has the "long-term capacity" to launch over 250 locations throughout the US, the company said in its recent earnings call.

Brittany Chang/Insider

As a fan of Korean barbecue, this is music to my ears.

Brittany Chang/Insider

If you prioritize variety, bring a friend or two to maximize your order.

Brittany Chang/Insider

Inside, Gen is not a typical American Golden Corral-style buffet.

Brittany Chang/Insider

Nor is it a vegetarian or vegan haven.

Brittany Chang/Insider

After all, you're not going for fresh asparagus and a farmer's market salad.

Brittany Chang/Insider

For the tighter lunch menu of 29 options, we paid $28 per person.

Brittany Chang/Insider

What an ice cold "brewski" is to American barbecue is what soju is to Korean barbecue.

Brittany Chang/Insider

In my opinion, cuts like chadol (brisket), bulgogi (marinated beef), galbi (marinated short ribs), and samgyubsal (pork belly) are good options for first-timers.

Brittany Chang/Insider

Several sides and sauces are also included in the price.

Brittany Chang/Insider

Our banchan included a mild kimchi, sangchae (pickled radish), sweet potato salad, marinated cucumbers, and another marinated pickled radish.

Brittany Chang/Insider

The salt was my favorite dip and a great addition to non-marinated meats.

Brittany Chang/Insider

Like any restaurant, the waitstaff brings out your order, most of which will be raw meats.

Brittany Chang/Insider

Because we didn't wait for the cooks to prepare our order, we received our cuts of meat within minutes.

Brittany Chang/Insider

Going to a restaurant to cook your own food could seem antithetical to the idea of dining out.

Brittany Chang/Insider

"We realized what a small percentage of the population truly understands our concept," Kim said during the earnings call.

Brittany Chang/Insider

Don't expect quality akin to a Michelin-rated Korean barbecue joint.

Brittany Chang/Insider

But I wasn't bothered by these issues.

Brittany Chang/Insider

To feel like you're getting your money's worth, you could keep hogging down on endless meat.

Brittany Chang/Insider

So here's my non-expert "best bite" recommendation: Use a rice paper sheet to wrap a piece of kimchi, salt-dipped meat, and lettuce.

Brittany Chang/Insider

Sure, it's a heavy meal.

Brittany Chang/Insider

But it's easy to spend over an hour enjoyable chowing down at a Gen with friends and family.

Brittany Chang/Insider

And while it's not traditional American barbecue, I have no doubt this concept could catch on quickly in the US.

Brittany Chang/Insider

Take a look inside Wendy's tech-focused new-look restaurants. To collect a mobile order you park in a dedicated spot and collect your food from a pickup shelf.

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A California-based Korean BBQ chain attracting Wall Street and meat lovers is now expanding across the US &mdash; see what it's like to dine there

Here, there are no racks of glazed sugary meats served to you on a giant platter.

It could be a foreign concept to Americans who don't have exposure to Korean cuisine and dining culture.

In its second quarter 2023 earnings report, Gen Restaurant Group reported its revenue had increased more than 10% to $46.5 million compared to the same period in 2022.

Gen now believes it has the "long-term capacity" to launch over 250 locations throughout the US, the company said in its recent earnings call.

As a fan of Korean barbecue, this is music to my ears.

If you prioritize variety, bring a friend or two to maximize your order.

Inside, Gen is not a typical American Golden Corral-style buffet.

Nor is it a vegetarian or vegan haven.

After all, you're not going for fresh asparagus and a farmer's market salad.

For the tighter lunch menu of 29 options, we paid $28 per person.

What an ice cold "brewski" is to American barbecue is what soju is to Korean barbecue.

In my opinion, cuts like chadol (brisket), bulgogi (marinated beef), galbi (marinated short ribs), and samgyubsal (pork belly) are good options for first-timers.

Several sides and sauces are also included in the price.

Our banchan included a mild kimchi, sangchae (pickled radish), sweet potato salad, marinated cucumbers, and another marinated pickled radish.

The salt was my favorite dip and a great addition to non-marinated meats.

Like any restaurant, the waitstaff brings out your order, most of which will be raw meats.

Because we didn't wait for the cooks to prepare our order, we received our cuts of meat within minutes.

Going to a restaurant to cook your own food could seem antithetical to the idea of dining out.

"We realized what a small percentage of the population truly understands our concept," Kim said during the earnings call.

Don't expect quality akin to a Michelin-rated Korean barbecue joint.

But I wasn't bothered by these issues.

To feel like you're getting your money's worth, you could keep hogging down on endless meat.

So here's my non-expert "best bite" recommendation: Use a rice paper sheet to wrap a piece of kimchi, salt-dipped meat, and lettuce.

Sure, it's a heavy meal.

But it's easy to spend over an hour enjoyable chowing down at a Gen with friends and family.

And while it's not traditional American barbecue, I have no doubt this concept could catch on quickly in the US.

A California-based Korean BBQ chain attracting Wall Street and meat lovers is now expanding across the US — see what it's like to dine there