This Nationwide Fried Hen Chain Is Receiving a Key Model Refresh

Just in the previous couple many years, it looks like fast-food stuff hen chains have hatched in report figures across the state (like this California brand which is about to go countrywide). All this has spurred 1 common fried hen chain with 1,200 areas in 48 states—often identified in truck stops and convenience stores—to realize that just after many years underneath the radar, it is time to make on their own superior known.

Chester’s Chicken was established in the 1960s in Birmingham, Alabama. In the 1980s, the swift-assistance manufacturer moved in to some personal-owned restaurants around the place, and then unfold into some grocery store chains for prospects to get a swift, completely ready-to-eat meal. These times, Chester’s is usually discovered with storefronts in interstate relaxation places and vacation heart spots, this kind of as Love’s Travel Stops.

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Not too long ago, a rep for Chester’s instructed Consume This, Not That! that the manufacturer has attained a fan foundation ranging from truck drivers and families to James Beard Award-profitable chef and Travel Channel Tv host, Andrew Zimmern.

Chester’s states their strength lies in an outdated household recipe that features marinating the rooster in a unique formulation, then double-breading it just before it drops in the frier.

QSR reviews that when Chester’s executives acknowledged they have a standout merchandise amongst the current marketplace, the brand hadn’t gotten a makeover considering that the early 2000s. As Cafe News documented previously this month, the Chester’s Rooster re-do would be “developed to make a much better relationship among the client and Chester’s well known fried hen, well prepared fresh new in shop during the working day.”

Chester’s Chicken introduced a re-imaging initiative shortly right before the pandemic, but, of study course, comprehensive execution was put on pause.

Today, even so, the Chester’s model refresh formally has takeoff. They have introduced a new internet site, an updated logo, and new branded packaging, all with eye-catching blue and pink accents in distinction to their extra monochrome yellow palette of decades earlier. They have also redone their menu board design and are redesigning their in-retailer structure and glimpse.

QSR reviews that as of this month, the new Chester’s Chicken glimpse is currently in result in a smaller quantity of destinations, this kind of as a Love’s Journey Cease in Durant, Oklahoma as effectively as recently opened Chester’s retailers in Monroe, Louisiana, and Elk Grove Village, Illinois.

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If you are hitting the street arrive Labor Working day, you may possibly give this basic fried hen chain a second look.

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