Chicken Treat’s CEO Jamie Stewart is prioritising customers and franchisees in his strategy for the WA-based chain which celebrates its 50th birthday this year.
Stewart has big ambitions for the brand that built its iconic status in WA over decades, often the only restaurant with evening trade in remote mining towns. He wants Chicken Treat to be the country’s favourite chicken brand.
“This is such an iconic WA brand; I have a real vision of where we can achieve. Some of our franchisees have 10 to 15 years running their stores; I want to leverage that experience to help newer franchisees,” he says.
Stewart has focused on collaboration and listening as he shapes a strategy to drive the established brand into the next phase.
“Hearing franchisees’ passion is inspiring. We have such a diverse range of franchisees, and Chicken Treat is a network where we can share ideas and feedback,” he says.
Profitability underpins site selection
Stewart brought 14 years’ experience at McDonald’s and a decade in operations at Sushi Sushi to the CEO role. He believes bringing a franchise lens to the business is crucial – starting with profitability as the anchor for site selection.
“We operate a long term strategy. A profitable network of stores is key to a healthy franchise brand and it encourages people to want to grow with the business,” he says.
Stewart points to the enormous potential for growth in emerging communities and suburbs as the route to expanding the brand’s metro-to-regional-towns footprint.
He is also focused on customer perspective as a key driver.
Adopting fresh ideas in response to the latest consumer trends is as important as maintaining long time menu favourites, he says.
“We leverage what’s trending with our suppliers and that’s keeps us ahead of the competition. Customers expect us to be bold and different. We are a fun brand, so we can create some magic,” he says.
The brand is now catching up with the digital experience demanded by the youngest generation of Chicken Treat customers. The chain launched a digital app late last year, is rolling out ordering kiosks and stores will soon display digital menu boards.
Stewart is shifting the focus of the delivery service to offer exclusive deals and products to differentiate the brand in the crowded marketplace.
“The support we provide for franchisees, across operations to marketing – everyone shares the same mindset: we are here for franchisees. The eco-system is so strong and we keep reinforcing it.
“I want everyone to feel we can grow and improve as a brand. We want to grow organically and bring in other people on the journey,” Stewart says.
