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|Key people||Frank Romano|
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. In early 2002, the parent company Australian Fast Foods purchased Red Rooster from Coles Myer. 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
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.
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.
- 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.