Restaurant Development & Design

January-February 2017

restaurant development + design is a user-driven resource for restaurant professionals charged with building new locations and remodeling existing units.

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5 0 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • J A N U A R Y / F E B R U A R Y 2 0 1 7 COWBOY CHICKEN GOES FROM KITSCH TO COOL PROJECT PROFILE BY TOBY WEBER, Contributing Editor W hen Dallas-based Cowboy Chicken launched its fran- chise program in 2009, the company set a goal of growing into first a regional and then a national brand. The chain's menu, featuring wood-fired rotisserie chicken, fit right in with the growing fast-casual sector and a burgeoning consumer desire for whole- some, authentic food. However, by 2015, growth wasn't quite where the company wanted it to be. "We've built our business on great food, great service and clean restaurants. We recognized along the way that we had some opportunities from the brand development side," says Sean Kennedy, Cowboy Chicken's longtime president who was recently named CEO. The company, then, set out to improve its branding through a process that included everything from customer surveys to brand summits. This effort culminated last May with the opening of Cowboy Chicken purchased unlimited usage rights for a photograph that is used as a mural in its new design. Photos courtesy of Cowboy Chicken

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