Chicken Treat eyes personalised offers, digital catering orders to bolster delivery capabilities
CEO Mimma Battista talks to QSR Media since entering the dark kitchen space via Deliveroo Editions.
Chicken Treat’s foray into the dark kitchen space is serving as a prelude to a much wider range of enhanced delivery and ordering capabilities for the brand.
“Future focus areas include integration of delivery partner orders to improve speed, order ahead by mobile, personalised offers, digital catering orders and extending our digital marketing capabilities,” CEO Mimma Battista revealed in an interview with QSR Media.
The chicken chain recently entered VA, via Deliveroo Editions in Melbourne, the delivery platform’s second dark kitchen concept in the country which also houses KFC, Subway and Guzman y Gomez. Currently, Chicken Treat operates more than 50 outlets across WA and QLD.
Aside from Deliveroo, the Craveable Brands-owned company has also partnered with Menulog, Uber Eats and DoorDash for delivery. According to Battista, they are experiencing “strong” dessert sales, especially from their branded cheesecake and chocolate mousse, as well as the “massive” hangover orders every Sunday morning.
Chicken Treat’s ice cream pails are rolling out their doors late at night, whilst their breast fillet burgers and mac-and-cheese balls are also gaining tracks in orders.
Menu innovations, Battista said, will be a major component of their strategy in outlasting competitor brands in the market.
“We are taking a customer-first approach to help customers save time, money and purchase more of the food they love, in the way they like,” she added.
Keeping it traditional
But amidst its digital transformation, Chicken Treat stressed that it does not lose sight of its focus on the in-store aspect of operations.
“We have traditionally been a destination location. As such, we want to ensure that each change improves the customer and restaurant experience, without making it more complex.”
Looking ahead, Battista wants their customers to anticipate “edgy, refined flavours” as it reviews opportunities for new store formats.
“We will review all opportunities for new stores, and we are currently working with some incredible property developers to continue to grow the brand.”
Adam Ang contributed reporting.
