Marketing

Chester's Chicken betters 'Chester,' website

Image: Chester's Chicken

October 13, 2020

Chester's Chicken's mascot always was a meaty little fellow, but now the brand said a makeover has made him easier to meet as well, by making the character more approachable.

The QSR's namesake chicken is having his big "reveal" on the company's new website, which also has a new look including a revived Chester and many other perks, a news release said.

The brand said it simplified its logo as part of its work to drive consumer awareness around the brand, along with adding updated font, food photography, a password-protected back-end and beefed-up marketing and training tool library for franchisees.

"We believe this is the perfect time in our company's history to provide our loyal Chester's Chicken customers with a new website to enhance their guest experience," William Culpepper, vice president of marketing, said in the release. "Our new website represents the leading edge of many exciting changes for the Chester's brand, and we are dedicated to building a first class QSR concept for fried chicken fans and our franchisee community."

The company said as part of its brand refresh it was also enhancing its product portfolio and in-store experience in the next year.

Chester's has more than 1,300 stores in its system and is based in Birmingham, Alabama.