Red Rooster

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Red Rooster Foods Pty Ltd
Red Rooster
TypeSubsidiary
IndustryFast food restaurants
Founded1972
HeadquartersChatswood, New South Wales, Australia
Key people
Kailis family
Clint Ault (CEO)
ProductsRoast Chicken, Fried Chicken, Chips and sides, burgers, wraps, rolls and beverages.
Number of employees
7500+[1]
ParentCraveable Brands
Websitewww.redrooster.com.au

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, there are over 360 Red Rooster stores in all Australian states except Tasmania.[2] In 2019 seven Red Rooster stores, all located on the Sunshine Coast, suddenly closed.[3] 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.[3]

History[edit]

A family enjoying Red Rooster
A family enjoying Red Rooster

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.[4] 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".[5][6] Big Rooster remains operational in Papua New Guinea. In May 2002, Red Rooster was purchased by Western Australian company Australian Fast Foods,[7] which owned the competing Chicken Treat fast food chain.

In April 2007, Red Rooster and Chicken Treat were sold for $180 million to a consortium formed by the management and Quadrant Private Equity.[8]

In April 2009, the Red Rooster chain in New Zealand closed its stores.[9] The first New Zealand outlet, in Takanini had opened in December 2004.

In 2010, Red Rooster changed company-owned stores to franchises.[10] In June 2011, Quadrant Private Equity sold Quick Service Restaurants, which owns the Red Rooster chain to Archer Capital.[11]

Marketing and promotions[edit]

Red Rooster Fried Chicken

In 2009, Red Rooster ran an ad campaign called "They don't get it in America" featuring comedian Tom Gleeson in the United States asking people about Red Rooster.[12][13]

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 2010, Red Rooster was a sponsor of Supercars Championship team Holden Racing Team. In 2016, the team returned as the title sponsor of the Sydney SuperNight 300.

In 2011, Red Rooster changed to promoting its restaurants as healthy, fresh and quick.[14]

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.

Online ordering[edit]

In September 2014, Red Rooster launched its trial delivery service in New South Wales, in Sydney from the Baulkham Hills restaurant,[15] in partnership with Menulog.[16] 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.[17] 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.

See also[edit]

References[edit]

  1. ^ "About Us". Red Rooster. Archived from the original on 26 June 2013. Retrieved 14 June 2013.
  2. ^ "Store Locator". Red Rooster. Archived from the original on 13 June 2011. Retrieved 16 June 2011.
  3. ^ a b Carey, Alexis (16 October 2019). "Red Rooster outlets shut up shop in Queensland after franchisee put into voluntary administration". News.com.au. Retrieved 23 December 2019.
  4. ^ "Myer Purchases Red Rooster Fast-food Chain". Sydney Morning Herald. 10 July 1981. p. 17. Retrieved 16 June 2011.
  5. ^ "Coles Myer buys Big Roosters". Canberra Times. 21 May 1986. p. 29. Retrieved 26 March 2015.
  6. ^ Beyer, Mark (17 April 2007). "Red Rooster/Chicken Treat in $180m private equity deal". Business News. Retrieved 16 June 2011.
  7. ^ "Australian Fast Foods acquisition of Amalgamated Food & Poultry Pty Ltd". Australian Competition & Consumer Commission. 30 April 2002. Archived from the original on 16 July 2007. Retrieved 18 July 2006.
  8. ^ Carson, Vanda (17 April 2007). "Consortium buys Red Rooster". The Sydney Morning Herald. Retrieved 16 June 2011.
  9. ^ "Liquidators' First Report Red Rooster Franchising (NZ) No.3 Limited (In Liquidation)" (PDF). Meltzer Mason Heath. 24 September 2009. Retrieved 16 June 2011.[permanent dead link]
  10. ^ Sonti, Chalpat (17 November 2010). "Red Rooster result affected by franchise conversions". WAtoday. Retrieved 16 June 2011.
  11. ^ Ooi, Teresa (14 June 2011). "Archer buys up $450m worth of quick chicken". The Australian. Retrieved 16 June 2011.
  12. ^ Ife, Holly (17 September 2009). "Ginger ninjas invade our TV screens". News.com.au. Retrieved 25 May 2017.
  13. ^ "Red Rooster: They don't get it". Bestadsontv.com. 6 January 2009. Retrieved 25 May 2017.
  14. ^ "Red Rooster". Red Rooster. 6 October 2009. Retrieved 14 September 2012.
  15. ^ "Red Rooster Baulkham Hills". Archived from the original on 18 October 2014. Retrieved 10 October 2014.
  16. ^ "Red Rooster Trials Delivery".
  17. ^ Holroyd, Jane (6 August 2014). "McDonald's home delivery takes off across Australia". Good Food.

External links[edit]

Media related to Red Rooster at Wikimedia Commons