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Red Rooster adds fun-sized fast food model

Sarah Stowe

Inside Franchise Business: Reggie, the smaller Red Rooster store, will open in April 2017Family favourite and chicken fast food chain Red Rooster has launched a mini-me version of its popular stores perfectly suited to urban areas.

The new small format restaurants, known as ‘Reggies’, are named after the brand’s rooster mascot and are the next step to transforming the iconic Aussie brand best known for its drive-throughs.

Spearheading the new brand direction is CEO Chris Green.

“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,” he says.

“The next step-change is ‘Project Reggie’, with the aim to open 12 shopfronts in 2017. The smaller footprint of Reggie will enable us to secure more urban, main street sites. 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.”

And how small can a Reggie outlet go? There will be stores as small as 42m2 with the primary focus on delivery and pick-up.

But there will also be larger shop front dine-in restaurants that also provide a delivery service.

Investments range from about $350,000 to $500,000.

The first Reggie shop front to open is in the NSW town of Goulburn and will be followed by two outlets in Queensland (Ashgrove and North Ward) and Northbridge in Western Australia, all opening in April 2017.

Inside Franchise Business: Red Rooster's Reggie store conceptAnthony Shina, Red Rooster’s chief property officer, says the new format brings together a passion for chicken and convenience.

“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 says.

Each Reggie restaurant will have a contemporary and modern design featuring soft wood tones, charcoal highlights and the iconic Red Rooster red.

  • Could the mini Red Rooster option suit your franchise ambitions? Find out more here.