Recently-appointed CEO Scott Bradley has shared his perspective on what’s vital at Chargrill Charlie’s as he looks to take the chicken chain to the next level.
Bradley has focused his strategy on franchisee profitability, the goal to deliver strong operational margins balanced with a premium product.
Since 1989 the quality of food has been central to what had been a family-owned business for 34 years.
“We put our ingredients on a pedestal at Charlie’s. So many businesses talk about serving freshly prepared food; this goes to a whole new level,” Bradley tells Franchise Executives.
While topline sales are strong at the Craveable Brands-owned business, Chargrill Charlie’s high standards bring higher food costs, and its labour-intensive approach in the kitchen adds to the wages bill.
So in his first year Bradley is striving to improve the back end and increase digital usage. The aim is to boost franchisee profitability and enable franchisees to scale their businesses.
Chargrill Charlie’s strategy for FY27
For the first half of FY27, the goal is to deliver a streamlined menu that maintains high food standards while protecting franchisees’ gross margins. Bradley says the menu optimisation will include a fresh look at menu architecture, and food display.
Chargrill Charlie’s will introduce advanced technology and systems that deliver labour efficencies, and enhance the customer experience, he says.
“The most immediate initiative is an upgrade to our app. We are putting a big focus on building the membership database, filtering the value proposition to members so they are getting value in a cost-of-living crisis,” he says.
In FY27’s second half, Bradley is looking for growth. Four locations are already scheduled for opening in six months, and the business will ramp up acquisitions and new locations. He sees a huge opportunity to build on Melbourne’s four restaurant footprint.
Bradley will back up the network growth by adding team members to marketing and operations.
“This is an almost 40-year-old business but when it comes to opportunity, it’s in its infancy. We have inherited an amazing tenure and IP in the brand. Taking on leadership of Chargrill Charlie’s is like picking up a Porsche that’s driving in second gear. We are working our way through the gears, to drive it to its full potential,” Bradley says.
He describes the support from Craveable Brands’ parent company as the “golden nugget”.
“PAG is keen to invest in the brand and support our ambitions,” he says.
