“So many people in Sydney have a story about growing up with Chargrill Charlie’s. The warmth of the brand really resonates,” says newly-appointed CEO Scott Bradley. 

Scott has taken the reins at the premium fast casual chain where, since 1989, the food has been the hero.

“We put our ingredients on a pedestal at Charlie’s. So many businesses talk about serving freshly prepared food; this goes to a whole new level,” Scott adds.

Range-reared chicken rotisseried. Fresh beef minced by hand and formed into patties daily. Perfect cucumbers sliced. The focus on premium home-style cooking has paid off. Topline sales are robust. 

Chargrill Charlie’s high standards inevitably bring the challenges of higher food costs, and a bigger wages bill because of the hands-on approach. 

As the new boss, Scott is focused on franchisee profitability by balancing a premium customer product with strong operational margins.

Streamlining starts with the menu

The first step is to simplify the menu without taking away the elements that have made the brand stand out from the competition. 

So in the first six months of the 2027 financial year Chargrill Charlie’s big project is to deliver a streamlined menu that also protects franchisees’ gross margins. 

The menu optimisation will also take a fresh approach to menu architecture, and food display.

In time, customers can expect to see exciting menu developments as the brand adapts overseas trends for the local market.

For 34 years the chain was a family-owned business. That family-feel is still part of the mix, and one of Scott’s goals is to enhance this with advanced technology and systems.

“We will simplify operations for labour efficiencies to boost franchisee profitability,” Scott says.

In the first year he is striving for a more profitable network, improving the back end, increasing digital usage. 

“The most immediate initiative is an upgrade to our app. We are putting a big focus on building the membership database, filtering the value proposition to members so they are getting value in a cost-of-living crisis,” he says.

“There’s an amazing tenure, and brand recognition and loyalty. And the golden nugget is that the company behind us is keen to invest in the brand and support our ambitions.”

Taking the brand to the next level

The business continues to grow, with four leases signed, two in Queensland, two in New South Wales, and the stores set to open in six months. 

In the second half of financial year 2027 Scott will ramp up acquisitions and new locations. He will support the growth by bolstering the team in two important business silos, the operations division and marketing.

The youngest chicken brand under the wing of Craveable Brands, owned by PAG, Chargrill Charlie’s can retain its identity while tapping into the benefits of a larger business – shared services like HR and finance.

“Craveable Brands CEO Josh Kilimnik and I are aligned in our approach to Chargrill Charlie’s,” Scott says. “We stand on our own, and lean in where it’s needed.”

Scott brings operational leadership skills and an impressive track record in premium fast food chains to his new role. And he’s pumped and ready to elevate the beloved brand, to rev up performance.

“Taking on leadership of Chargrill Charlie’s is like picking up a Porsche that’s driving in second gear. We are working our way through the gears, to drive it to its full potential. 

“This is an almost 40-year-old business but when it comes to opportunity, it’s in its infancy in its opportunity,” Scott says.