Red Rooster steers brand to a healthier direction

Old favourites but no more artificial flavourings.

Earlier this week, Red Rooster announced that it had taken the proactive role of removing all artificial colours, flavours and MSG from its menu; One of the first few steps taken for a brand that is changing tack.

"Red Rooster has been an iconic Australian brand serving roast chicken to Australian families since 1972, but the world around us has changed," Rob Coombe, Chief Executive Officer of Quick Service Restaurant Holdings told QSR Media.

"Competition has proliferated and strengthened, attitudes to food have changed and customers are savvier than ever. It’s time for Red Rooster to move forward, for us to re-invigorate and re-capture our iconic position and take our own path."

This move, according to Coombe, reflects changing consumer preference.

"There are many different views on this topic, however artificial colours and flavours can have detrimental affects on children’s behaviour and also can cause a host of symptoms that include headaches, gastric irritation, behavioural disorders, learning difficulty and skin rashes and asthma symptoms," adding, "why would we run to the risk of these detrimental affects when we have the ability to take these artificial ingredients out of the food that we make?"

But despite reformulating and taking out a total of 10 products and ingredients across its menu, Coombe reassured that this has not affected the taste or appearance of Red Rooster meals. "Our menu still features the meals that people love," he said.

The chain noted on its site that its famous chicken is hand seasoned with special flavours and marinade without the use of artificial colours, flavours, MSG, and contains no added hormones.

TLC

In line with this healthy initiative, Red Rooster also recently unveiled the new brand idea that focuses on TLC, an acronym for Tender Loving Chicken.

This idea now runs core to Red Rooster’s offering and beliefs. The chain wants to convey the message that It is a brand passionate about real food, "a brand that believes meal times are the best times – to collect, comfort, reconnect, celebrate and enjoy."

The campaign was developed before and during the recent creative agency pitch that Red Rooster held in partnership with its strategic agency, Brand Council. The winning creative agency, Naked Communications has the task of developing this new creative direction further for the future.

Executed across TV, radio, outdoor, cinema, the fully integrated campaign will have a strong digital, search and social presence.

FORGING A HEALTHIER PATH

To further strengthen this healthy undertaking, Red Rooster has launched a range of burgers and rolls made with its signature roasted chicken -- non-processed, oven roasted and cooked fresh daily. "A great healthy alternative to fried chicken burgers or strips," said Coombe.

He revealed that this October, the chain will also be launching its new Spring/Summer menu which will include a ‘healthy combo swap’, designed to encourage healthy choices across the menu. Customers can upgrade from a 390ml soft drink to a 600ml water and swap their chips for a side salad or regular tabouli for no extra charge.

"We are introducing new products like the ‘Mediterranean Quarter’ to our chicken packs that includes tabouli and a dinner roll as a replacement for standard chips found in a quarter chicken pack. We are also launching a lighter family meal the ‘Alfresco Roast’ that includes corn and coleslaw and as a replacement to a standard family chips we have included 4 dinner rolls."

Red Rooster will also be expanding its non-fried options across its roll and wrap offerings to bring in additional proteins that are 98% fat free. Coombe said this includes further expansion of its pulled roast chicken across the menu.

"Red Rooster exists to bring people and families together around Australia’s best roast chicken and we want to stay true to this cause," he told QSR Media.

"At Red Rooster, we believe in real food and are committed to food innovation. We want our restaurants to offer wholesome, delicious food, which is why we’ve taken an industry-leading position in proactively removing all of the artificial colours and flavours and added MSG from our menu."