GEN Restaurant Group owns and operates Korean barbecue restaurants under the GEN Korean BBQ brand. The core concept is an all-you-can-eat format where guests pay a fixed price — roughly $21 for lunch and $30–$34 for dinner — and cook their own Korean and Korean-American meats, poultry, and seafood on embedded grills at each table. The cook-it-yourself model eliminates the need for chefs, allowing GEN to run a leaner kitchen staff and dedicate more floor space to seating. Each location employs around 70 workers focused on service rather than food preparation. GEN sells directly to dine-in customers; there is no franchising or delivery component. As of December 31, 2025, GEN operated 57 company-owned restaurants across 12 U.S. states and South Korea. GEN's growth strategy is unit-expansion driven, targeting roughly 75 total restaurants by end of 2026, funded largely from operating cash flow. New restaurants cost approximately $2.2–$2.5M to build out and have achieved payback periods of roughly 2–2.3 years. Beyond its core restaurants, GEN is developing adjacent businesses: a co-located all-you-can-eat sushi concept called Kan Sushi that shares back-of-house infrastructure with GEN locations, a grocery channel selling branded ready-to-cook meats at Albertsons, Vons, and Pavilions across 600+ California and Hawaii locations, and gift card sales at Costco and Sam's Club.