Chicken Treat
 | |
| Type | Fast Food |
|---|---|
| Industry | Restaurants |
| Founded | 1974 |
| Headquarters | Western Australia |
| Key people | Frank Romano |
| Products | Barbecue chicken |
| Revenue | A$50 million[1] |
| Website | chickentreat.com.au |
Chicken Treat is an Australian barbecue chicken fast food restaurant chain.
Stores
Chicken Treat has over 60 stores within Western Australia.[1] The company operates via its stores' small-scale catering services. In some metropolitan areas there are meals on wheels deals.
History
The chain originated in 1974 in Perth, Western Australia and later expanded throughout Australia.[1]
According to their official website, in 1989, Chicken Treat and its main rival east coast, Big Rooster, became allies as Australian Fast Foods Pty Limited.[1] In early 2002, the parent company Australian Fast Foods purchased Red Rooster from Coles Myer.[2] This was followed by a period of rebranding, changing existing stores outside of Western Australia from Chicken Treat to the more established Red Rooster brand, although there are a few areas where Red Rooster and Chicken Treat co-exist.
In April 2007, Red Rooster and Chicken Treat were sold by Australian Fast Foods for A$180 million to a consortium formed by the management and the venture capital arm of Westpac known as Quadrant Capital[3]
In Early 2011 QSR Holdings acquired the Western Australian Chooks brand (Formerly known as River Rooster), converting said stores into Direct-Service outlets with no Drive-Thru service. These stores all carry the newer Chicken Treat branding.
In June 2011, Archer Capital acquired Quick Service Restaurant Holdings (QSR) from Quadrant Private Equity for an estimated $450 million (including Red Rooster and Oporto). [4][5]
Logo and mascot
In the late 1990s, the company began to use a CGI rooster as its official mascot, named Chicken Nick. It is now the focus of commercials and used as toys in children themed meals. The mascot is normally involved in a comical skit from surfing to Hula dancing, which is often a reference to the product being advertised at that time. During the first season of the reality TV series Big Brother, adverts replicated the 'bum dance' of Perth contestant Sara-Marie Fedele.
Local celebrities such as former Perth Wildcats star Ricky Grace have also been used in commercials and in more recent advertisements, a contestant from Australian Idol, Chris Murphy, provided a song.
In late 2009 Chicken Treat updated their logo and branding to appeal to a younger audience which has been updated on some stores.
See also
References
- ↑ 1.0 1.1 1.2 1.3 About Us - The Chicken Treat Story at their official website
- ↑ ACCC (30 April 2002). "Australian Fast Foods acquisition of Amalgamated Food & Poultry Pty Ltd". Retrieved 2006-07-18.
- ↑ AAP (17 April 2007). "Australian Fast Foods signs buyout deal". Retrieved 2011-07-05.
- ↑ Wen, PHilip (14 June 2011). "Archer buys Red Rooster and Oporto in $450m deal". Sydney Morning Herald. Retrieved 4 July 2011.
- ↑ Ooi, Teresa (14 June 2011). "Archer buys up $450m worth of quick chicken". The Australian. Retrieved 16 June 2011.