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Chicken Treat embarks on east coast expansion

Adam Zuchetti
Adam Zuchetti
06 January 2020 1 minute readShare

WA-based fast food franchise Chicken Treat has announced a program of new store rollouts, taking the business to Australia’s east coast for the first time.

The chain, established in 1976, currently has 58 outlets across Western Australia, 31 of which are in the Perth metropolitan area.

It is seeking to open six new stores in 2020, and comes on the back of its first store opening in Melbourne at the end of November.

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CEO Mimma Battista said that despite the overall economic decline, Chicken Treat has enjoyed strong sales growth over the past five years, with some stores having doubled their sales volumes in the last two years alone.

“This venture into Melbourne for Chicken Treat is not only an opportunity to test the ‘dark kitchen’ concept as a fast food chain, it also allows us the opportunity to test the strength of the brand in the Melbourne market,” Ms Battista told My Business.

 

“We are so proud and excited to bring this iconic WA brand to Melbourne.”

Chicken Treat operates a fully franchised model, and Ms Battista said that the company has received considerable interest from prospective franchisees in taking the brand beyond its WA stronghold.

“Strategically, we are focused on growing our store footprint beyond WA borders over the next three years,” she said.

However, Ms Battista insisted that further growth opportunities also remain in the west.

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“Many more sites are planned for the Western Australian market. WA is a vast state,” she said.

“We envisage at least 40 per cent more growth in our portfolio, before we start to get close to saturation.”

According to Ms Battista, Chicken Treat is on the hunt for properties of various size as part of its ongoing store rollout program.

“We have quite diverse footprints, and a rather unconventional approach to reviewing suitable property types,” the CEO said.

“We are a versatile brand and have formats from ‘delivery only’ kitchens at 40 square metres, to shopfronts — fast casual locations up to 150 sqm — to full drive-thru service restaurants up to 250sqm, to mobile container units and a fleet of food trucks.”

Chicken Treat is owned by Craveable Brands (formerly Quick Service Restaurant Holdings), which also own the Red Rooster and Oporto chicken chains. 

Chicken Treat embarks on east coast expansion
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016. 

The two-time Publish Awards finalist has an extensive journalistic career across business, property and finance, including a four-year stint in the UK. Email Adam at [email protected]

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