QSR chain, Red Rooster, has begun rolling out stores with a small shop front format as part of a strategy to move into more urban areas.
The chicken chain said the design of each new shop front is contemporary and modern, with some stores as small as 42m2 – looking to shift the focus to delivery and pick-up.
The new small formats known as ‘Reggies’, are named after the brand’s rooster mascot and are the next step to “transforming the Aussie brand.”
“We launched Red Rooster Delivery and our own online platform last year which was a vital move to ensure our brand stayed relevant in an era of technology and convenience,” said Chris Green, CEO, Red Rooster.
Red Rooster aims to open twelve shopfronts in 2017, with the first Reggie shop front to open in the NSW town of Goulburn, followed by Ashgrove QLD, North Ward QLD and Northbridge WA, which will all open in April 2017.
“The smaller footprint of Reggie will enable us to secure more urban, main street sites,” said Green.
“We see these business changes as an integral part of the transformation of Red Rooster and pivotal in our goal to make our delicious roast chicken even more accessible for more Australians.”
Anthony Shina, Red Rooster’s Chief Property Officer said the new concept features a new design palette of soft wood tones, charcoal highlights and the iconic Red Rooster red.
“The Reggie store design features the chicken cooking process on full display through the opening of the kitchen and is definitely a new and exciting direction for the brand,” he said.
