GEN Restaurant Group, the operator of US Asian casual dining restaurant chain GEN Korean BBQ, has opened a new location in Waco, Texas.

This is the brand’s eighth new restaurant opening in 2025 and its 12th location in the state.

The new GEN Korean BBQ is situated at 2412 Creekview Dr, Waco.

Its proximity to Baylor University positions it to serve a diverse range of community members within the brand’s target demographic.

GEN chairman and CEO David Kim stated: “Continuing our expansion in Texas is a result of our strong performance [...] and an indicator of our steady progress on our 2025 expansion goals.

“Sharing the GEN all-inclusive, value-focused experience with more communities throughout Texas is a priority in our growth plan.”

Established in 2011 by two Korean immigrants in Los Angeles, GEN Korean BBQ has grown to more than 40 company-owned locations across the US.

The restaurant allows diners to cook their meals on grills embedded in the centre of each table.

The menu features traditional Korean and Korean-American dishes, including premium meats, poultry, seafood and mixed vegetables.

In June 2025, GEN Restaurant Group launched its inaugural overseas GEN Korean BBQ outlet in Ilsan, South Korea.

Situated one hour from Seoul, the new venture brings an international brand to the region while preserving the essence of traditional Korean tastes and dining customs.

The Ilsan branch marks the first of three intended international sites in South Korea.

Other recent openings of GEN Restaurant Group include a location in San Antonio, Texas and outlets in locations in Edison, New Jersey and Orlando, Florida.