Chicken Treat franchisee Tavis Armstrong is proof that hard work and a go-getting attitude can work wonders. Over the past nine years Tavis has bought and sold 12 Chicken Treat restaurants. 

“I’ve set myself up for life, I can retire and live well. I live in a nice house, I have a boat and cars. It’s all through hard work,” Tavis says.

Now the former banker, truck driver, distributor and lawn mowing contractor, is happy with the four restaurants he currently owns.

But 10 years ago, he had no clear career trajectory, was heavily in debt and ready for a change in his life. Tavis was living in Perth but had his eye on returning to his home town of Geraldton.

And it was there he spotted a Chicken Treat restaurant on the market.

“I had done all their warehousing and distribution and I knew about the fast food industry. When I looked into this restaurant as a business, I could see it was losing money. I saw that as an opportunity, not a problem,” he says.

Tavis borrowed money from family, packed up his life and moved back to Geraldton. He was able to devote all his energy to building up the business, and so he started a new career turning around failing restaurants.

Turning around a poorly performing business

Under the previous franchisee the restaurant had been poorly run – even running out of chicken!

“It was crucial that we had enough product to sell to customers, so that was my first priority.”

His strategy was to fix the fundamentals in the back of the restaurant, and as these were improved, work his way through the processes to front of house activity.

In the restaurant he found it easy to deal with customers, and was hands-on every day, with a few hours free on a Sunday afternoon.

Before he took over the business Tavis did a few mystery shops on the restaurant to see firsthand the customer experience.

As a result of this, and through interviewing staff, he reduced the 20 team members by half and introduced his nephew to the business to work alongside him.

“I retrained the remaining staff, and I established a good crew,” he says,

It took him 12 to 18 months to turnaround the restaurant and achieve profitability; but by this time he was already expanding the business, adding another Geraldton outlet within a year.

By the time Covid hit, Tavis was operating eight Chicken Treats across hundreds of kilometres in Western Australia, working his magic on poorly performing restaurants.

“Chicken Treat knew from my experience I could turn them around. A couple were under my management as corporate stores, to buy later on, but for personal circumstances I had to pass some on,” he says.

Staff are the biggest asset in a business

Tavis is clear on his role as franchisee. “My job is to present the store so people want to come in – immaculate lawns, clean windows. Once customers are inside, it’s up to my staff to deliver. Cleanliness, customer experience, and the quality of the food are crucial,” he says.

Staff expertise and attitude is a result of great training, management and store supervision. Tavis operates his four current restaurants with one manager – who handles compliance, banking, rosters and general management – and a team of supervisors.

“Staff are your biggest asset, they drive change, they drive the business, make sure food is top quality, and that customers are happy,” he says.

One of his country stores is racking up impressive customer numbers.

“In Narrogin the population is only 4000 and we get 2000 customers a week! I’m a bit lucky that I have no competition there,” he says.

Chicken Treat provides great franchise support

Tavis is a huge fan of the parent company behind the iconic Western Australia Chicken Treat, the multi-brand franchisor Craveable Brands.

“Craveable is very solid, supportive and right behind you. I was used to writing up procedures for every business I worked in. When I joined Chicken Treat Craveable had already done it. I’m now 60. I’d never been in a business with so many processes to support the franchise partners. Over the nine years, it’s improved out of sight,” he says.

“We only sell chicken, it’s not that hard, if you’ve got half an idea, backed up by training and support.”

Tavis has driven his business from day one, always on the lookout for expansion opportunities, and able to make quick decisions. He has also given back to the Chicken Treat community, joining the franchise advisory board within three months of buying his restaurant, and mentoring other franchisees. 

What it takes to succeed as a Chicken Treat franchisee

Put your hand up and if you want to make the money, take responsibility, he advises potential franchisees.  

“I employed 330 people in Covid, I recruited every one, I knew all of them. I took that responsibility. Staff ring me directly with any customer feedback – I sorted it out, and took heat away from the stores,” he says.

When a franchise partner is on site every day, they can control their own destiny, he points out.

“The Chicken Treat model works, if you can follow the rules and run it properly. I’ve worked hard and if I was younger I would be right in amongst it. 

“Now is a good time to buy. You’re not going to be a millionaire overnight, but with hard work, over time you can build wealth,” he says.