|Industry||Fast food restaurants|
|Headquarters||Chatswood, New South Wales, Australia|
|Kailis family |
Clint Ault (CEO)
|Products||Roast Chicken, Fried Chicken, Chips and sides, burgers, wraps, rolls and beverages.|
Number of employees
Red Rooster Foods Pty Ltd is an Australian fast food restaurant chain founded in 1972 that specialises in roast chicken, chicken burgers and fried chicken. Their product range includes whole roasts, half roasts, wraps, burgers, salads, beverages and desserts. It is owned and operated by parent company Craveable Brands, which also own Oporto and Chicken Treat.
As of 2012[update], there are over 360 Red Rooster stores in all Australian states except Tasmania. In 2019 seven Red Rooster stores, all located on the Sunshine Coast, suddenly closed. Concerns about Red Rooster's franchise model have been raised, in that the focus on poultry makes it difficult for them to respond quickly to new consumer trends.
The original Red Rooster store was a small take-away shop located at 98 Wanneroo Road, Tuart Hill, specialising in take-away chicken dinners etc. This opened about 1970/71 and after only about 12 months trading it closed and disappeared. Presumably this was when the Kailis family bought the concept and name etc. before opening a Red Rooster store in the Perth suburb of Kelmscott in 1972. Myer (later part of Coles Myer) purchased the business in July 1981. In 1986 Coles Myer bought the Big Rooster chain to expand into the eastern states (except non-Steggles' Queensland stores, formerly known as "Big Rooster", which were purchased in 1992), and renamed the stores "Red Rooster". Big Rooster remains operational in Papua New Guinea. In May 2002, Red Rooster was purchased by Western Australian company Australian Fast Foods, which owned the competing Chicken Treat fast food chain.
Marketing and promotions
Since 2009, Red Rooster has been a signatory of AQSRII (Australian QSR Initiative for Responsible Advertising and Marketing to Children). It has also taken up a self-regulatory standpoint regarding advertising aimed specifically at children and is a long-standing signatory of the Australian Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children.
In 2011, Red Rooster changed to promoting its restaurants as healthy, fresh and quick.
Following an intensive image upgrade Red Rooster introduced its new brand positioning, "Tender Loving Chicken" in August 2014.
During 2020 and into 2021, Red Rooster embarked on an ambitious rebranding based around the proposition "The Rooster's Calling." This was accompanied by restaurant refurbishments and touch-ups, as well as by the introduction of new and exciting menu items such as Crunchy Fried Chicken (only available at participating restaurants thus far) and new sides.
In September 2014, Red Rooster launched its trial delivery service in New South Wales, in Sydney from the Baulkham Hills restaurant, in partnership with Menulog. Delivery service also covers nearby suburbs Castle Hill and Bella Vista in Sydney's North West. As well as delivery to homes, it was announced delivery options to businesses, sporting clubs and local organisations would be available. Red Rooster now delivers from over 220 restaurants across Australia.
Red Rooster pioneered home delivery within the quick-service restaurant industry, with the distribution option proving highly successful since its launch in 2015. Today, Red Rooster is still committed to innovating in home delivery, expanding its services beyond store-run delivery systems to also include Uber Eats, Deliveroo, Menulog and DoorDash.
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- "Red Rooster Baulkham Hills". Archived from the original on 18 October 2014. Retrieved 10 October 2014.
- "Red Rooster Trials Delivery".
- Holroyd, Jane (6 August 2014). "McDonald's home delivery takes off across Australia". Good Food.
Media related to Red Rooster at Wikimedia Commons