Casual dining brand GEN Korean BBQ has announced the launch of its latest restaurant in Maui, Hawaii, as part of a strategic expansion plan.

The new site aligns with the brand's commitment to offering value-focused dining experiences amidst rising inflation and import costs.

The brand is known for its "grill at your table" concept, and seeks to provide an engaging and flavourful dining experience at a competitive price.

The Maui location is situated in the Puunene Shopping Center.

GEN co-CEO David Kim said: “As a result of demonstrated customer demand and the strong performance of our existing Hawaii locations, which generate approximately $6 million to $8 million each in annual revenue, we’re excited to add our Maui location to GEN’s growing portfolio of restaurants.

“The opening of our new restaurant comes on the heels of great success at our Oahu location. With value price points, an extensive protein-focused menu and our ‘cook-it-yourself’ dining model, we are looking forward to welcoming diners to our newest location.”

The company is set to meet its ambitious target of opening 10 to11 new GEN Korean BBQ locations nationwide by the end of 2024

With a broader vision of having between 75 and 80 restaurants by the end of 2026, GEN is also eyeing further expansion within Hawaii, targeting the Big Island next.

The Hawaiian Islands, renowned for their picturesque beaches and vibrant culture, are a magnet for international tourists. GEN Korean BBQ has capitalised on this by establishing a total of four locations within Hawaii, including the new Maui outlet.

In June 2024, all GEN Korean BBQ outlets across the US introduced a new premium menu, enhancing the dining experience for customers.