Chooks off and running after growth-targetted rebranding

IN a fresh bid to accelerate its business growth, fast-food chain River Rooster has changed its brand name to Chooks – fresh and tasty.

The business has been operating in WA since 1991 and there are 12 franchise and three company stores, nine of these in the metropolitan area and six in rural areas.

The franchise stores are based in Boulder, Bridgetown, Coolbellup, Harvey, Maddington, Mandurah, Margaret River, Mt Lawley, Narrogin, Pinjarra, Stratton and Warnbro. The three company stores are in Busselton, Kingsley and Merriwa.

Chooks management says the brand name was changed to more accurately reflect Australian culture and customer feedback.

“The first stores opened in Margaret River and Busselton 12 years ago – hence the River in Rooster – but it was felt that a more contemporary name, relevant to the Australia of today, was needed,” Chooks franchise co-owner Steve Hansen said.

“The name Chooks to springboard the business was a conscious, but easy decision, as nothing could be more simple or compatible with our culture than the good old Australian backyard or farmyard chook.

“Apart from removing any confusion the public may have had as to which franchise chain the store belongs to, the name reflects the feedback we have been receiving from our customers.”

Baynham Ross has been selected out of five advertising agencies to implement the business’s new direction.

“The last six months has been a full-on process to follow up all our options and we are delighted with the outcome,” Mr Hansen said.

“So, just when we thought we had built a successful business and could relax, this new direction has come along, giving us a fantastic and fresh enthusiasm for the business.”

Baynham Ross co-director Peter Ross said it was rare to have the opportunity to re-brand a well-established and respected brand.

 “The research proved that customers enjoyed the choice of BBQ and fried, that the food was always fresh and tasty, and that they were looking for a fun and relaxed environment,” Mr Ross said.

 “So was born Chooks – fresh and tasty, which accurately reflects the brand and its values. 

“The strategy behind the colours, green and orange, was that they are fun and friendly and we wanted to move away from the more traditional colours used by major competitors.”

The campaign launch involves a complete refurbishment of all the stores, with point-of-sale posters, local press exposure, coupon drops to the local areas and television commercials in the metro and country areas.

The Chooks team of franchisees and head office personnel plans to expand to 25 franchises in the next couple of years, particularly within the metropolitan area.

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