Lenard’s is an Australia-wide chain of retailing outlets that specialises in fresh and value-added chicken products. While Lenard’s operates on a franchising business model, some stores are company owned.
Lenard’s stores have sold more than 450 million chickens, served more than 130 million customers and injected more than $1 billion into the Australian poultry market from the first store opening in 1987, to July 2008. The revenue for the 2008/2009 financial year exceeded $145 million.
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In 1987, Master Butcher Lenard Poulter identified a niche market for value-added chicken products, tailoring meal solutions to customers' busy lifestyles. It soon became clear that for the continued success of the concept, dedicated management was needed – people who felt as passionately about the business as Lenard did, and had a vested interest in seeing the company grow and succeed. The answer was in franchising. The concept proved so successful that Lenard’s has now grown to over 200 stores throughout Australia.
In 2010 Lenard’s underwent a brand “revolution” with specialist retail agency, IdeaWorks, resulting in the launch of a new brand positioning and strapline; Lenard’s. It’s what’s for dinner. This new brand positioning was supported by a multi-channel, quirky ‘What’s for dinner?’ marketing campaign incorporating online, print and television. The series of TVCs are the first that Lenard’s has produced since 2006.
The brand revolution was commissioned with the objective of updating the Lenard’s brand in response to the changing retail and customer landscape post the Global Financial Crisis. The outcome was to position Lenard’s brand, promotions and products to present “an easy answer to the perennial question asked by every Australian family - ‘What’s for dinner?’”
The campaign also saw the launch of Lenard’s new side serving recipe site, ‘What’s on the side?’ The site, providing over 100 side serving recipes, was designed as a resource for consumers to provide a complete solution to their daily ‘What’s for dinner?’ dilemma with side serving recipes to complement Lenard’s centre-of-plate chicken products.
There are over 200 Lenard's franchises across Australia throughout Queensland, New South Wales, Victoria, Western Australia, South Australia, Australian Capital Territory and the Northern Territory. The opening of Lenard's Hibiscus Shopping Centre in Lenyear, NT marked the 200 store milestone for the franchise system in September 2010.
Lenard's sells a huge range over 150 fresh, value-added chicken products including marinated, crumbed, minced and fresh chicken cuts such as Chicken Kiev, Sausages, Kebabs, Roasts, Spring Rolls, Shashlicks and Stir-Fry. All Lenard’s products are made fresh in store each day.