Wagyu Factory has announced an October 23 opening at 1763 Route 27 in Edison, bringing its all-you-can-eat Wagyu barbecue and self-serve buffet to New Jersey for the first time. The plan gives diners a grill at the table and quite a few reasons to leave it.
The opening announcement describes Japanese, Australian and American Wagyu among a rotating meat selection that also includes beef tongue, pork belly, chicken wings and marinated meats. Wagyu steak, short plate and finger meat are among the cuts named in the announcement.
The buffet goes well beyond a few things to eat while the next batch of beef cooks. Sushi rolls and nigiri join seafood, steamed dumplings and hot dishes, with Wagyu fried rice, Wagyu stir-fry udon, shrimp tempura, takoyaki, xiaolongbao and lobster dumplings among the reported offerings. Egg tarts and ice cream handle dessert.
A sauce station adds barbecue and garlic sauces, chili and accompaniments including kimchi and seaweed salad. Lettuce, cucumber and green onions are also listed. There is a perfectly respectable dinner somewhere in that selection before the grill even gets involved.
The former GEN address changes hands
This is an existing barbecue address getting another chapter. GEN Korean BBQ announced its Edison restaurant at the same Festival Plaza address in January 2025. The company’s later filings provide a useful explanation of how the site came into Chubby’s orbit.
According to GEN’s quarterly SEC filing, the Edison restaurant transferred on May 31, 2026, under a partnership agreement signed in March. Chubby Cattle took a 51% interest and management responsibility in the new entity, while GEN retained 49%.
That completed transfer predates the much broader October announcement involving a proposed $100 million transaction for operations at 47 GEN restaurants. Edison’s conversion has its own earlier timeline; it should not be mistaken for a newly completed piece of that later deal.
Wagyu Factory belongs to Chubby Group, whose other concepts include The X Pot, Chubby Cattle, Niku X and Mikiya. Its restaurants use different combinations of barbecue and hot pot. The official Edison page specifically describes AYCE barbecue with an accompanying buffet.
The opening material does not include Edison prices or a detailed menu-tier breakdown. The official restaurant page still carried a coming-soon label when checked, so October 23 remains the announced debut rather than an independently confirmed first day of service.
