Record sales for chicken treat following three years of consistent growth
Posted: Jan 24, 2021
Iconic Western Australian restaurant brand, Chicken Treat, has recorded its greatest growth in two decades, despite a year which severely impacted business across the country.
Mimma Battista took over as CEO six years ago with a strategy to contemporise the brand, reinvigorate the franchise partners, transform the menu, and prioritise convenience channels such as delivery and drive thru.
As a result, sales growth has tripled across the Chicken Treat network with profitability up 120 per cent year on year for Franchise Partners.
The brand, which started more than 40 years ago, now has 58 stores across Western Australia. More restaurants are planned to open across metro and regional markets in FY 21/22 and 23.
"The plan is to grow the business footprint and increase sales by a further 50 per cent. We have identified 20 new sites and are currently in discussion with landlords" Ms Battista said.
Under Ms Battista, Chicken Treat has successfully positioned itself as a dynamic jester brand at the forefront of food innovation. Last year, it surprised the market becoming the first Quick Service Restaurant in Australia to launch a Donut Burger and the brand continues to innovate across all aspects of its menu.
"We have changed and adapted our business to ensure our success. We’ve?redesigned the face of?the brand including look and feel, uniforms, packaging,?menu?and brand personality to ensure surprise and delight customers," Ms Battista said.
"Understanding who?the brand is, in?terms of its personality while being very clear on its?target?audience, has helped us to shape what Chicken Treat needs to be for the modern consumer."
November marked?36 months of?positive growth for Chicken Treat.
"Australian Market data revealed that we are actually national market leaders in terms of?spend and traffic growth?over the quarter?ending September 2020," she said.
"This year was a particularly challenging year for us however we maintained our strategy and repositioned the brand to our new ‘The Chicken Heroes’ identity which also won?the QSR Media Award for ‘Best Brand Transformation’ in 2020."
Ms Battista said ‘zero contact delivery’ drove core sales during WA’s lockdown with shopfront proving to be a strong performer because of aggregators as well as drive thru.
"This year there’s certainly been a level of customer confidence that comes from having an established and trusted brand and we look forward to continuing to provide an exception food experience for the years to come."
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