Red Rooster enters new territory with shopfront restaurants
As a part of their transformation, iconic Aussie food brand Red Rooster, well known for its drive thru restaurants, has launched a new look shop front format enabling them to move into more urban areas.
The new small formats known as ‘Reggies’, are named after the brand’s rooster mascot and are the next step to transforming the iconic Aussie brand. Spearheading the new brand direction is CEO Chris Green:
“We launched Red Rooster Delivery and our own online platform last year which was a vital move to ensure our brand stayed relevant in an era of technology and convenience. The next step-change is ‘Project Reggie’, with the aim to open twelve shopfronts in 2017, the smaller footprint of Reggie will enable us to secure more urban, main street sites. We see these business changes as an integral part of the transformation of Red Rooster and pivotal in our goal to make our delicious roast chicken even more accessible for more Australians.”
The design of each Reggie shop front restaurant is contemporary and modern. There will be stores as small as 42m2 with the primary focus on delivery and pick-up; through to the larger shop front restaurants with interiors offering the warmth and authenticity of a dine-in restaurant whilst also focusing on providing the community with a delivery service.
The first Reggie shop front to open is in the NSW town of Goulburn (as seen in the images) and will be followed by Ashgrove QLD, North Ward QLD and Northbridge WA. These will all opening in April 2017.
Anthony Shina, Red Rooster’s Chief Property Officer says:
“We are all about being Australia’s most loved restaurant, relentless customer fanatics, super convenient and ‘Roast Chicken Champions’. The Reggie concept brings this to life in so many ways, in addition to a new design palette of soft wood tones, charcoal highlights and the iconic Red Rooster red. The Reggie store design features the chicken cooking process on full display through the opening of the kitchen and is definitely a new and exciting direction for the brand.”
With a full menu on offer, Reggies will be equipped to deliver all the Red Rooster classics like their famous Rooster Rolls, chicken nuggets, roast chicken dinner meals and the ever-popular Crafted range of rolls and wraps. With the Reggie stores, Red Rooster’s roast chicken offering will enter new territories and prove even more accessible to all Aussies.