Here’s what you need to know about SumoSalad’s new free-range chicken
Find out how this move will differentiate the brand.
Due to a growing customer concern for animal welfare, SumoSalad recently announced a change in the brand’s menu with the introduction of the use of free-range chickens, instead of regular chickens.
Read the full report here.
Below is a Q&A with Luke Baylis, owner of SumoSalad.
QSR Media: How will you market the Free Range Chicken?
Baylis: At SumoSalad, our ultimate goal is to make amazingly delicious healthy meals, convenient for all Australians and our new move is to use free-range chicken across our entire menu.
We'll be creating noise about this switch with the below the line activity including PR and social media.
Next Wednesday 12th February I'm actually going to make myself available on the SumoSalad Facebook page for a live Q&A to discuss the importance of high quality produce and our company's crusade for 2014.
I will also be on Channel 10's, Studio 10 on Tuesday 11th February to talk chat to the hosts about what inspired me to begin SumoSalad 10 years ago and my personal experience with weight gain after living in the US.
To support our franchisees we'll also be offering the Studio 10 audience and at-home viewers a special offer which you'll have to tune in to learn more about. We'll also be promoting the free-range chicken launch to our customers in store, including updated menu panels and ticketing.
QSR Media: In what ways will it differentiate you from other food chains?
Baylis: Research and technology are always showing us better and healthier ways of eating and living well.
At SumoSalad we try to ensure that we are keeping updated on the ever developing landscape by responding to the wants and needs of our customers, suppliers and franchisees, and in case of livestock, animal welfare.
By introducing free-range chicken across our entire menu we are responding to growing consumer concern for animal welfare and the heinous conditions of battery farming.
While there are brands that offer free-range chicken options, we are very proud that the switch to humanely farmed chicken makes SumoSalad the only fast food chain in Australian food courts to serve free-range chicken salads, settings us aside from our competitors.
This switch is the first of many for SumoSalad, as we are rolling out a number of innovations throughout 2014, which are sure to differentiate SumoSalad from other food chains.
