,Australia

Find out how Chicken Treat makes use of global food trends to stay ahead

Mimma Battista, CEO of Chicken Treat, talks about innovation, and her strategy for staying ahead of the competition.

Since it started its operations in 1976, Chicken Treat has expanded to 58 stores across Western Australia. Being part of the craveable brands, Chicken Treat combines creative and effective marketing tools with strong branding in its advertising and local marketing campaigns and an innovative approach to product development. The brand serves meals of slow cooked rotisserie chicken, Crunchified Chicken, Chicken Rolls and the newly launched range of Tempta Breast Fillet burgers.

QSR Media: What's new at Chicken Treat?

Mimma Battista: Amazing, addictive fried chicken! We launched our new Crunchified Chicken last year, it has a super crunchy coating without the greasy aftertaste which also keeps it juicy and tender. We’ve just added a Spicy version to appeal to spicy fried chicken lovers. Add to that the launch of our new chicken crackling - which is something very different for a QSR, it has an irresistible flavour - for a limited time only.

QSR Media: What can you say about the digital market?

Mimma Battista: QSR shoppers are very heavy digital consumers looking for inspiration and entertainment. We need to provide meaningful, engaging content and food visuals to build brand consideration and deliver on Chicken Treat’s promise of a tasty, fun food experience.

QSR Media: What are the opportunities and challenges in an increasingly digital world?

Mimma Battista: The ability to cut through and connect with your target audience, people are shifting around social channels due to the volume of advertising and messages so this is a constant challenge in such a dynamic environment. On-line delivery is set to disrupt the market more as well, as Australians take to this method to access their meals.

QSR Media: How does Chicken Treat stay ahead of the competition?

Mimma Battista: I have a team of hugely passionate foodies working for me, so we are always aware of restaurant and food trends globally and locally for menu inspiration. At Chicken Treat we’re not afraid to be edgy and introduce a new product if we believe it will surprise and delight our customers and keep them coming back. It always helps to offer something unique and addictive on the menu. Being a small and nimble brand we are also able to bring new initiatives to market at neck breaking speed.

QSR Media: Any big plans for the year?

Mimma Battista: New product innovation, new technology, new channels. We’re concentrating on serving our amazing fried chicken to more customers plus launching a number of exciting new products. In addition to this we’re upgrading our systems and will also look to open new channels making our product more accessible so it’s going to be a busy and productive year!
 

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