Global Franchise 9.2 - Issue 56

including the planet. Our customers are paying attention, too. People today are more informed and conscious about the brands they support. They care about sustainability, sure, but they also care about authenticity. We’ve found that customers care not only about whether we’re using eco-friendly practices, but also whether we are good corporate citizens. They want to know howwe treat our employees, howwe support local communities, and where we source our ingredients. That’s why initiatives like our "Caps Cares" program are so important. It encourages our team members to get involved in the communities we serve, especially in underserved areas, making a real difference on the ground. As we look ahead, sustainability will continue to shape the quick-service restaurant industry. Recycling, partnerships with food banks, and the use of energy- efficient equipment are just a few of the practices that are gaining momentum. At Capriotti’s and Wing Zone, we’re committed to leading the way. Our partnerships with premium food suppliers, such as Snake River Farms and Butterball Turkey, allow us to ensure transparency and quality in our supply chain, giving customers confidence in the sustainability of our products. Sustainability and growth aren’t mutually exclusive. For us, it’s about more than just keeping up with trends – it’s about leading by example. We believe that sustainable business practices can coexist with growth, and we’re committed to proving that every step of the way. In my experience, non-traditional venues, like airports, arenas, and train stations, are all about achieving one of two goals: delivering fun for their guests and fostering local connections. Even at airports, the aim is to get you to arrive early and spend more time – and money – there instead of eating before you leave. Big Chicken hits the mark on both fronts, thanks to Shaquille O’Neal’s larger-than-life persona. Our journey with non-traditional venues began with Carnival Cruises, where Shaquille serves as the brand’s Chief Fun Officer. Picture this: you’re by the pool, enjoying a sandwich with your hand in Shaq’s handprint on a basketball. It’s fun, it’s memorable, and it’s exactly what we’re about. We saw incredible success on Carnival’s ships, which led us to expand into Oak View Group properties, thanks to Shaquille’s friendship with CEO Tim Leiweke. Big Chicken’s most recent OVG venture is the 23,500-capacity Manchester Co-op Live arena in the U.K. What sets us apart is our commitment to local flavors and community ties. For example, at Busch Stadium in Missouri, we serve a St. Louis-inspired sandwich called the “314” – Nashville hot crispy chicken with Shaq sauce on a Cardinal-red maple bacon doughnut from a local shop. In UBS Arena, home of the NewYork Islanders, we’ve got a buffalo chicken sandwich on a blue-and-orange bagel, a nod to both local tastes and the hockey team’s ardent fanbase. This approach isn’t just about offering a meal; it’s about creating an unforgettable experience. Concessionaires want to increase spending per guest, so it makes sense for them to partner with us rather than offering something generic. Non- traditional venues act as marketing channels that pay us back, not just in royalties but in brand growth. We’ve even had two franchisees sign deals after trying our food on a Carnival Cruise, hooked by the fun and flavor of Big Chicken. Operating in non-traditional venues fits perfectly with our growth strategy. These venues expose our brand to massive audiences – we can sell 500 to 1,000 sandwiches per event. That’s a lot of chicken! We work closely with venue operators to ensure our training protocols are followed and that the quality is top-notch, far above the usual “stadium food” expectations. At the end of the day, it’s all about the numbers. We’re the top seller in almost every venue we’re in, which tells us that Big Chicken is becoming a key part of the guest experience. The metrics are different from a brick-and- mortar store because you must consider the sheer number of eyes on your brand and how customers behave in these settings. For example, the blue-and-orange bagel at UBS Arena was one of the most Instagrammed foods in the National Hockey League last year. One word of caution: most brands don’t have Shaquille O’Neal behind them. Operators and franchisors need to build authentic connections within their communities to succeed in non-traditional venues. Airport authorities, for instance, want to showcase their city’s unique flavor to the world. Be true to your brand, and you’ll be well on your way to success. Non-traditional venues propel Big Chicken to new heights From stadiums to cruise ships, a creative approach to franchising is serving up success and expanding Big Chicken in unconventional spaces, says CEO Josh Halpern. 55 GLOBAL-FRANCHISE.COM Ins ight