For the first time in its over 40-year history, Western Australian icon Chicken Treat is heading to Melbourne. Partnering with Delivery platform Deliveroo, the new Chicken Treat Melbourne expansion comes after a monster year of growth, repositioning and innovation.
Despite operating a full-franchised model interstate, the first Chicken Treat Melbourne incarnation will be a purely delivery-only kitchen concept, operated through Deliveroo’s recently announced ‘Editions’ marketplace. The Collingwood site launched in October and houses 35 partner brands, offering low-cost ‘dark-kitchen’ options.
Mimma Battista, CEO of Chicken Treat said that by launching a corporately-owned storefront initially, the chain can better measure the potential for future expansion.
“Deliveroo have been a great partner over the last few years, we were aware of their success in Editions Internationally,” she told Inside Franchise Business.
“Editions Collingwood is an outstanding facility with a highly talented team to support it. This venture is not only an opportunity to test the “dark kitchen” concept as a QSR, it also allows us the opportunity to test the strength of the brand in the Melbourne market.”
Deliveroo’s Joe Satari said the platform was excited to pioneer the Chicken Treat Melbourne expansion.
“Chicken Treat’s passion for food, community and service is what’s driven their success, which is closely aligned with our approach in delivering amazing food to awesome people,” he said.
“Chicken Treat has become a culinary institution in Perth, and we predict the same outcome for when its highly anticipated Melbourne venue opens this week via Deliveroo.”
Chicken Treat Melbourne
The new Chicken Treat Melbourne announcement follows a successful run of form for the Western Australian franchise.
Earlier this year, the chicken chain reported its strongest sales performance in five years, achieving positive growth for 18 consecutive months. Battista said the record results had served as a catalyst for the new expansions efforts.
“It’s a new era for Chicken Treat, the last few years has been about positive growth and contemporizing this iconic brand,” she said.
“From menu innovation focussed on delivering unapologetically indulgent products, to repositioning and reshaping the brand to appeal to a broader audience. Then finally to building new modern fast casual dining environments, that are aligned to the fun, cheeky and unpretentious nature of the brand.”
The new delivery-only Chicken Treat Melbourne outlet is open now, with Battista suggesting future franchise growth was not off the table.
“Chicken Treat is a fully franchised model, we have opened five stores so far this year and there are more on the way,” she said.
“We will continue to grow in strength across the Western Australian market, as well as breaking into new markets across the country. We are certainly reviewing our opportunities across the country, in a most unconventional way.”