Australians love chicken and a good burger, but with a rising awareness of healthy eating, takeaway shops need to innovate if the fast-food chicken industry is to maintain its modest growth of the past five years.
One franchise that is surely doing just that is NeNe Chicken.
NeNe literally means “yes, yes” in Korean, and the chicken shop is all about offering chicken so scrumptious it makes customers scream a big loud “Yes!”, the company says.
Its philosophy is about being happy and paying it forward, and this mantra has helped the chicken franchise grow to more than 1100 outlets in South Korea alone.
The chain made its debut in Australia in 2015 and has expanded to 12 outlets nationally with two under development. The brand chose to franchise as it wants to share the “classic taste of Korea” with as many Australians as possible.
“Franchising allows us to create a formula for growth that we can share with all our franchise owners that gives them the opportunity to make dreams come true,” says NeNe Chicken marketing and international liaison manager Yealim Kim.
“We believe the key difference we bring to the game is our genuine desire for all our franchisees to feel like they are a part of the NeNe family. We are all in it together, meaning we can focus on our customer enjoying the NeNe experience while also making sure our franchisees are successful.
“Importantly, our marinade, batter mix and sauce coatings are all imported directly from NeNe Chicken Korea. This creates a brand authenticity and an edge over our competitors.”
Above all else, the brand values trust and honesty with all franchisees. “We make sure they are aware of everything that is happening in the business, and they keep us in the loop of everything happening locally,” says Kim. “This is why we think we stand out to potential franchisees. It’s those little extra elements of trust, given both ways, that make a difference.
“For example, the outlet lease is held by franchisees so they have the assurance the business really belongs to them, something that many our competitors won’t do. We also negotiate with our suppliers to reduce prices. As we have more franchisees joining our network, our bargaining power increases and supplier prices drop.”
He also says the franchise works hard to create a profitable and sustainable business model for franchisees, ensuring the model allows for a consistent return on their investment.
NeNe’a chicken combines “bold” seasoning, farm-fresh chicken and a variety of sauces imported from Korea. “We also say the crispy batter makes it better,” says Kim. “Our secret formula reduces oil absorption, which keeps the chicken juicy and moist on the inside but crispy on the outside – just how our customers want it.”
The franchise provides a grand opening marketing plan to make sure franchisees impress their target demographic, and also provides ongoing and continuous marketing support. “We use a multipronged marketing strategy that involves a blend of traditional and social-media advertising to keep our brand exciting and relevant to our target audience,” says Kim.
NeNe’s system has a blend of company-owned and franchisee-owned outlets – five in Victoria and Western Australia, one in Brisbane and one in Sydney. The company will also have openings in Glen Waverley, Victoria, and Darwin this year.