An All You Can Eat Wagyu BBQ Just Opened in Edison
Route 27 in Edison already had a claim to being the best food street in Central Jersey. It got stronger today. Wagyu Factory opened Friday, October 23 at 1763 Route 27 in Festival Plaza, near the H Mart, taking over the space GEN Korean BBQ left behind and filling it with all you can eat wagyu grilled right at the table.
The concept is simple to explain and hard to resist. You sit down, the grill heats up in the middle of the table, and the wagyu starts coming. The lineup pulls from Japan, Australia and America, the three places that define the category, known for heavy marbling and a texture that eats softer than any steakhouse cut most people have had. Around the wagyu there is beef tongue, pork belly and chicken wings for the grill, so the table is never waiting on one thing.
Then there is the buffet, which is where the Factory part of the name earns its keep. Seafood, vegetables, hot dishes, fried items, steamed dumplings, sushi and desserts are all part of the spread. From the kitchen side you will see wagyu fried rice, wagyu stir fry udon, fried chicken, shrimp tempura, takoyaki, xiaolongbao and lobster dumplings, plus egg tarts to finish. It is a lot of food moving in a lot of directions, and that is the point.
Every bite gets customized at the sauce bar. Barbecue sauce, garlic sauce and chili sit alongside kimchi, seaweed salad, green onions, lettuce and cucumber, so one plate of grilled wagyu can eat completely different from the next depending on how you build it. That kind of variety is what makes the format work for groups, because nobody at the table has to agree on one dish.
New Jersey already has serious barbecue depth if you know where to look, from the Korean barbecue rows in Fort Lee and Palisades Park to the Edison corridor itself. What it has not had is a dedicated all you can eat wagyu house at this scale, where wagyu is the whole menu instead of one premium add on line. That is the gap this opening fills, and it is why a growing national brand chose Edison for its seventh location instead of somewhere quieter.
Wagyu Factory comes from Chubby Group, the company behind the Chubby Cattle concepts that turned all you can eat wagyu into a national name. Edison is the brand's seventh location, after openings in California, Washington, Texas and Florida, and it is the group's New Jersey debut. Co-founder David Zhao has said the vision was to take premium wagyu and make it approachable, exciting and endlessly satisfying, and the format backs that up: this is wagyu without the white tablecloth and without the steakhouse bill at the end.
The rules are straightforward. Each seating gets 90 minutes, and that clock is the real opponent, so regulars of the format will tell you to pace the buffet trips and keep the grill working. Edison pricing has not been posted yet. At one California location the range runs about $26 to $50 a person depending on the tier, and members get a discount, so expect the Edison numbers in that neighborhood until the menus land. We will update this story when they do.
The room itself goes modern industrial, built for energy: grills going at every table, plates moving, a lively dining room instead of a quiet one. It fits Festival Plaza, which has quietly become one of the most competitive food addresses in Middlesex County, and it fits the GEN space, which was built for exactly this kind of high volume tabletop cooking.
Opening weekend is going to be busy, because Edison shows up for a debut like this and the Route 27 corridor does not do soft openings quietly. If you go, go hungry, go with people who like to eat, and let the grill do the work.
Wagyu Factory is open now at 1763 Route 27, Edison, NJ 08817, in Festival Plaza.
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