Craveable Brands is adding Chargrill Charlie’s to its multi-brand portfolio which includes Red Rooster, Oporto, and Chicken Treat.
The Sher family launched Chargrill Charlie’s in 1989; there are now 19 stores across Sydney and Melbourne.
Karen Bozic, director and group CEO for Craveable Brands, said there is great potential for the legacy brand.
Chargrill Charlie’s is a complementary brand
“We’re delighted to be adding the Chargrill Charlie’s brand to our stable and understand and respect the responsibility that comes with taking carriage of an iconic and much-loved brand.
“Chargrill Charlie’s fills market gaps to complement our existing chicken brands and locations,” she said.
“Our first priority will be to work with Chargrill Charlie’s franchise partners and their teams to continue providing customers with the wonderful Chargrill Charlie’s service and food they expect and love.
“We are also pleased the current owners will continue to operate multiple franchise stores and support us at an executive level for at least the next 12 months as we chart the next chapter for the brand.”
Chargrill Charlie’s co-owners, Maon and Saul Sher, opened the original Coogee store in 1989.
Craveable buys family-owned Chargrill Charlie’s
“We’re proud of what we’ve built over more than three decades,” said Maon Sher.
He highlighted the brand’s reputation for innovation across cooking technology and digital, and the focus on building teams.
Some of the original team members still work in the business, and some employees have become franchisees, he said.
Saul Sher said Craveable Brands’ strategic business expertise and commanding national market presence would be valuable to Chargrill Charlie’s.
“We value the opportunity to pass the reins to them,” he said. “We’re confident that Craveable Brands is well placed to not only preserve our loyal customer base, but also drive further growth for the brand and the people associated with it.”
The transaction is expected to complete on or before 30 June 2023. Maddocks and EY are advising Craveable Brands; Monash Advisory and Arnold Bloch Leibler are advising Chargrill Charlie’s.
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