Chicken Treat

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Chicken Treat
Type Fast Food
Industry Restaurants
Founded 1976
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[edit]

Chicken Treat has over 60 outlets within Western Australia, and two in Central Queensland.[1] The company provides a range of rotisserie chicken, fried chicken and burger meals. Chicken Treat also offers catering services for families, groups and businesses.

History[edit]

The chain originated in 1976 in Perth, Western Australia and later expanded throughout Australia.[1]

In 1989, Chicken Treat and its main east coast rival, 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[edit]

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 point of sale in store. 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 its logo and branding of some stores to appeal to a younger audience.

See also[edit]

References[edit]

  1. ^ a b c d [1] at their official website
  2. ^ ACCC (30 April 2002). "Australian Fast Foods acquisition of Amalgamated Food & Poultry Pty Ltd". Retrieved 2006-07-18. 
  3. ^ AAP (17 April 2007). "Australian Fast Foods signs buyout deal". Retrieved 2011-07-05. 
  4. ^ Wen, PHilip (14 June 2011). "Archer buys Red Rooster and Oporto in $450m deal". Sydney Morning Herald. Retrieved 4 July 2011. 
  5. ^ Ooi, Teresa (14 June 2011). "Archer buys up $450m worth of quick chicken". The Australian. Retrieved 16 June 2011. 

External links[edit]