GEN Inc. is a major Asian casual dining restaurant operator specializing in Korean cuisine, built around a distinctive "cook-it-yourself" Korean BBQ dining experience where customers grill meats, poultry, and seafood at embedded table grills under an all-you-can-eat fixed-price model. The company operates company-owned restaurants across multiple U.S. states and South Korea, targeting younger demographics and food enthusiasts drawn to the interactive, social-media-friendly dining concept. The business model achieves operational efficiency through minimal kitchen footprint and reduced staffing needs, monetizing primarily through fixed-price dining covers supplemented by a growing wholesale segment selling ready-to-cook meals through national food retailers, while pursuing expansion in both restaurant and retail channels with favorable unit economics.