Chain Set To Get New Bite Of Chicken Market

Restaurant Chain Set To Get New Bite Of Chicken Market - Aims to take the guilt out of takeaway chicken meals

A group of Auckland investors is to launch a new quick service chicken restaurant chain in New Zealand, with the first store opening in Takanini in mid-December.

The group has acquired the master franchise in New Zealand for Red Rooster, a chain that has operated successfully in Australia for 25 years. The New Zealand company plans a total of 80 stores, 10 in the first year. In Australia the Red Rooster “family” operates a total of 400 stores.

Red Rooster is based on a barbecue-style roasted whole chicken format, with the accent on chicken meals, not just snacks. The company believes it can create a new market for chicken, so it will be growing the chicken market, not simply cannibalising existing sales.

Managing Director of Red Rooster New Zealand Mike Ryan says the chain will introduce a unique cooking format to New Zealand, producing marinated barbecue-style, fresh roasted chicken.

“Red Rooster is aiming at the family meal market – take home or eat in - with a core product offering of oven-roasted chicken, real roast potatoes and vegetable offering

“Being barbecue style and marinated it will out-taste other chicken in New Zealand. And because it’s roasted we can eliminate the guilt and health negatives associated with fast food.”

The company will offer a range of chicken products and sides for all consumer tastes, including healthy options as well as burgers, subs, wraps and chips.

Mike Ryan says a key part of Red Rooster’s consumer message is its supply agreement with Tegel Foods, because Tegel’s chickens were fed GE-free feed, and that brand was preferred by a majority of chicken consumers.

“Red Rooster’s core product is a whole roasted chicken, and our unique cooking methods ensure we can meet consumers’ expectations for fresh-cooked chicken.

“This is a great new offering in a market which has seen a steady decline in some other takeaway chicken formats because of changes in consumer preferences.

“The Red Rooster process ensures a perfect chicken every time, and our period for holding the cooked chicken is very low or minimal by fast food standards. This guarantees freshness.”

Red Rooster’s Managing Director Mike Ryan has experience in the food industry as well as company start-ups. He has a background in finance, marketing and operations, and has worked with Heinz Wattie’s in New Zealand and the H J Heinz Company in Europe. (refer biographical note)

“I’ve been able to work with the disciplines of large, successful companies, but have also had the experience of small, entrepreneurial companies. It has been an ideal grounding for this role and our plans for Red Rooster in New Zealand.”

Corporate Operator For the first two years Red Rooster stores will be corporately owned and operated, rather than having franchised stores.

Mike Ryan said this would allow the company to ensure uniformity and quality across the brand.

“It is important that we are able to offer consumers a consistent, quality experience. We can better deliver this initially by having company stores with one company standard.

“Even before opening, we have made a big investment in training which is key to the quality of Red Rooster brand. We have had seven of our staff training for a period of up to three months at the home of Red Rooster in Perth.”

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