Genesis BBQ Group, the South Korean fried-chicken chain operator known as BBQ Chicken, is expanding into beverages as it seeks to sharpen its differentiation in the U.S. restaurant market.
The company said on Jan. 29 that its U.S. subsidiary has officially launched a proprietary sparkling drink, branded “Lemon Fizz,” at select U.S. locations. The beverage is the American version of BBQ’s in-house drink “Sparkling Lemon Boy,” which was developed specifically to pair with fried chicken.
BBQ said the launch represents more than a routine menu addition, describing it as a strategic effort to strengthen menu competitiveness and broaden the brand experience by introducing a product already validated in South Korea.
Lemon Fizz is a carbonated beverage made with lemon concentrate and fermented tea extract, delivering a clean, lightly sparkling finish designed to complement the richness of fried chicken, the company said. The drink was first introduced in the Korean market, where it generated favorable consumer feedback before being brought to the U.S.
Unlike traditional soft drinks that rely heavily on sugar and carbonation, BBQ is positioning Lemon Fizz as a purpose-built chicken-pairing beverage, aiming to enhance flavor balance while reducing perceived heaviness. The company said the approach reflects shifting consumer preferences toward more curated dining experiences, even within quick-service formats.
BBQ previously tested the concept in the U.S. through a promotional campaign in January 2025, offering the drink free to customers who ordered chicken at its company-owned store in Manhattan’s Koreatown. The trial helped gauge local consumer response and laid the groundwork for the commercial launch.
Beverages play a critical role in profitability and brand identity in the U.S. restaurant industry, particularly in the fast-casual and quick-service segments, where chains are increasingly developing proprietary drinks to lift average check sizes and build customer loyalty. BBQ’s move aligns with that broader industry trend.
The company has expanded its U.S. footprint since entering the market in 2007, growing across major states including New York, New Jersey, Texas, California and Hawaii. It has been recognized by U.S. restaurant publications as one of the fastest-growing restaurant brands and was named among Yelp’s most-loved and fastest-growing dining brands last year.
BBQ said it plans to continue developing chicken-optimized beverages and differentiated menu offerings in the U.S., while strengthening digital customer engagement through its mobile app to support long-term growth.
