News

After 64 years, Chester's gets sibling self-service brand

October 20, 2017

The company behind the 64-year-old fried chicken QSR Chester's International has launched a new fried chicken brand built around the current eat-at-home trend. BirdShack features the tagline "Your Roost. Your Rules," and sells its products in the quantity the customer wants. The concept launched this month at the Association for Convenience and Petroleum Retailing show, a news release said. 

The brand is hoping to capture the hearts and wallets of convenience and fuel store operators who can sell the quick-serve products for customers to eat on the spot or take away.

"We are excited about introducing the BirdShack concept to convenience store operators this week because it is perfect for owner-operators seeking flexible ways to deliver an irresistible fried chicken experience," BirdShack Brand Manager Alexis Lobodocky  said in the release. "Promising a simple, adaptable program, BirdShack offers operators what they need to grow a successful business on their own terms. We are a family of fried chicken experts offering a solution for all to deliver fresh fried chicken meals."

BirdShack has partnered with Core-Mark to procure commitments from stores to carry the its offerings. Participation costs are limited to store marketing materials and equipment, if needed. The brand is selling itself as an option for stores that already carry a fried chicken-to-go product.

"There are also no franchise fees or royalties which makes us appealing to a lot of convenience stores," Lobodocky said. "BirdShack has created a program based on recommendations, with a goal to support the sale, not get in the way."

Custom-branded counters, menu boards, signage, uniforms, packaging and product are available. Convenience store operators will be trained to make double-breaded fresh fried chicken, potato wedges, biscuits and sides.