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Red Rooster Performance Confirms Roast Over Fried

Red Rooster Performance Confirms Roast Over Fried

Store roll-out begins today

Red Rooster says that its “roast” chicken offering has performed as well as, if not better in the New Zealand market than anticipated, and expansions of its roast-not-fried menu will be rolled out.

The company says the only real barrier to its expansion in the New Zealand market has been a difficulty in securing sites most suitable to the quick serve restaurant business.

Red Rooster says there is no lack of sites, simply a lack of investors willing to release them to developers in Auckland.

As Red Rooster opens its second store today, on Te Irirangi Drive, near Auckland’s Botany Town Centre, Managing Director Mike Ryan says that the past six months has been both exhilarating and frustrating for the new business.

“Consumers have confirmed their enthusiasm for Red Rooster’s ‘barbecue roast chicken’ offer, but there have been frustrations in expanding the brand’s footprint throughout Auckland as quickly as planned.

Thumbs up from customers

“We recognised the need for caution when transferring a menu offering into a new market like New Zealand, but if we had any doubts about the appetite for the ‘roast-not- fried’ format, they have been well and truly laid to rest. Customers have given the product the ‘thumbs up’.

“Not only has our Takanini store flourished, but competing stores nearby, which are part of a national brand, have tried to imitate our roast offering in preference to their normal fried fare.

“From our point of view it’s a flattering response, and proof that we have expanded the quick service chicken market, as we said we would, by attracting new consumers.”

Expanding on “roast not fried”

Mike Ryan says the Red Rooster menu is being reviewed, with the goal of expanding the “roast-not-fried” component and their customers can expect new products, once the test-marketing phase – in Red Rooster’s Australian stores - was conducted.


Red Rooster Performance Confirms Roast Over Fried cont’d

“Red Rooster is committed to providing roast menu items as a healthier and flavoursome alternative to fried”, says Ryan.

“New Zealanders are starting to focus more on the things they eat, and we are delighted to be able to provide quick service offerings that are more in tune with customers’ liking”, says Ryan.

While Red Rooster is not where it planned to be store-wise, Ryan promised that store openings would accelerate throughout the rest of 2005 and beyond.

“We had hoped to be further ahead in terms of the number of stores we have operating, but I am pleased with our progress so far, and can announce that we are a considerable way down the track with the process for stores three and four.

Red Rooster’s third store is planned for Auckland’s Mangere Town Centre and scheduled for an October opening.


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