Operations

Southern Classic Chicken opens updated prototype in Louisiana

Photo: Southern Classic Chicken

October 16, 2023

Southern Classic Chicken, a fried chicken brand based in Louisiana, has opened a restaurant prototype in Bossier City, Louisiana, according to a press release.

The prototype refreshes the brand and caters to the evolving preferences of its customers. The brand's design – largely the same since the 1980s — includes an updated color palate, logos and branding.

"We thought the original logo was a little hard to decipher for those who weren't already familiar with it," Thomas E. O'Keefe, managing director of Southern Classic Chicken, said in the release. "We concentrated on cleaning it up to make it that much more easily identifiable as we expand outside of the home state. We want the overall SCC branding to be a cleaner and sleeker look.

"The one thing we thought was lacking was the design of the building and the look. The physical locations weren't measuring against a contemporary competitive set. We felt that it was essential to evolve the trademarks and the branding to bring it forward into the future. This realization led to the birth of a new design and refresh, one that is now the full expression of the brand."

O'Keefe said the brand also improved its operational efficiency with a new floor plan and a dual drive-thru lane to fit more cars in the lot.

Looking to the future, O'Keefe said all new stores, whether company-owned or franchised, will be built under the new prototype. Existing stores will also see elements of the new design incorporated gradually. Southern Classic Chicken is looking forward to growing steadily with the right franchisees starting in states such as Louisiana, Texas, Arkansas and Mississippi.