admin Building a brand legacy is quite a daunting task, especially in an industry as fleeting as fast-casual dining. The intense competition in the industry, the run-of-the-mill menus, and fleeting customer loyalties are some of the core issues that mar linear progress in the industry. However, one brand that has successfully navigated these unsteady waters is the Arkansas-based franchise leader, Slim Chickens.
We are ecstatic to see the love and appreciate our customers have for the brand. As a brand, we couldn’t be happier about the success we’ve garnered over these years. We hope to continue our pursuit of the next great summit in the months to come – Jackie Lobdell
Slim Chickens has countered every pitfall on this list with its brilliant operations. The brand’s ingenious take on a homely snack – chicken tenders, its authentic flavors, and its original recipes have all contributed to positioning it as a standout player, from the usual fried chicken options. With its commitment to delivering high-quality chicken tenders, the brand has cemented its identity as the number one renowned chicken brand in the fast-casual dining industry. Lastly, Slim Chickens has worked tirelessly to curate a loyal customer base that’s helped propel it to the uno position. Over time, the brand’s clear and consistent brand identity has shaped it into a major player, not just in the US but also abroad.
A Powerhouse with Humble Beginnings
While today Slim Chickens commands a global presence, the brand had quite a humble beginning back in 2003. Started in a small garage in Arkansas, by co-founder and CEO, Tom Gordon and co-founder and CBO, Greg Smart, Slim Chickens has grown from strength to strength. The idea behind the venture was quite elementary – provide customers with the best chicken tenders in town, at an affordable price with Southern Hospitality. The brand took shape as a fast-casual restaurant that combined quality indoor dining with the convenience and pace of a fast-food chain. Over the years, while the locations of the venture multiplied, what remained constant was the lip-smacking taste the brand is known and loved for.
The Team Behind the Growing Slim Chickens Influence
At the helm of growth are CEO Tom Gordon and Greg Smart CBO who have nurtured the brand since its inception, playing a key role in determining its growth trajectory through a multi-unit franchise system. Both founders believe in the need for a well-rounded backbone for franchisee owners and as such have worked relentlessly with the team to ensure that no stone remains unturned while supporting franchise partners. At its early stages and through its continuous growth, Tom and Greg, believe in setting small, attainable goals that lead the brand to its ultimate destination – as the number one chicken fast-casual restaurant brand. They believe in advocating enough foresight to plan small milestones of progress that lead the company on a consistent journey of success.
The success of the brand is also a result of its result-oriented, diligent, and hardworking COO and partner, Sam Rothschild. At Slim Chickens, Sam oversees the operational, developmental and franchise aspects of the brand. As a leader who values adaptability, Sam has ensured that this value is integrated into the way the brand operates. Sam’s strategic thinking has helped Slim Chickens march on the path of success, tapping into both US and international growth and building momentum.
While the Slim Chickens brand was cultivated and continues to be nurtured by Tom and Greg, the responsibilities of franchise development are helmed by Jackie Lobdell. Under her astute guidance, the brand has conquered new feats every year, expanding its sphere of influence over the US, and bringing the taste of its classic chicken tenders to customers across the country. Apart from her talented, focused, and motivated outlook toward franchise growth, Jackie brings experience spanning over 25 years in sales and marketing to the company.
At Slim Chickens, we are dedicated to the mission of providing good, hearty food, with the ease and convenience of a fast-casual restaurant – Jackie Lobdell
With Jackie as the Vice President of Franchise Development, and as a seasoned executive, she has hands-on experience in recruiting, awarding, and onboarding multi-unit franchise partners for top chains across the country. Given her impeccable franchise development skills and legendary success ledger, Jackie has become one of the top female executives in the franchise domain. In addition, while COO and Partner Sam Rothschild handled all franchise development from its inception with the brand, he then recruited Jackie to create a franchise development department. With Sam and the matured department today, the brand has spread its flavors across the UK, with 32 locations as of December 2022. Furthermore, he continues to spearhead growth across the globe in countries such as France, Spain, Germany, Poland, Turkey, and the GCC.
Securing a Niche
Slim Chickens is also about capitalizing on quality and flavor. The brand has consistently topped fast casual dining lists owing to its dedication to both of these factors. And the quality of the brand starts right at the raw material stage. Slim Chickens believes that flavorful food is as much about the raw ingredients as about the cooking process. To this end, the brand believes in procuring 100% all-natural premium tenders that are later dipped in the perfect Southern-style buttermilk marinade and gently hand-breaded. While known for its Southern-style chicken tenders and authentic sauces, the brand also makes lip-smacking wings, wraps, chicken and waffles, southern sides, sandwiches, and jar desserts.
Building a Franchise Empire
Creating a global presence takes dedication, hard work, and a multi-city network. Slim Chickens has this network in place, thanks to its ingenious franchise system. Working like a well-oiled machine, Slim Chicken franchisees have helped spread its flavorful taste across the US and UK. The brand’s franchise opportunities continue to expand not just because of the tremendous growth potential it has showcased, but because of the unmatched support the team offers. Opening a franchise is no simple task. Slim Chickens understands this and extends all the help and support its franchise partners may need.
Whether it be site selection, marketing, training, or support, Slim Chickens is there with its franchisees every step of the way. Given its history of quality support, training, assistance, and guidance, Slim Chickens continues to attract seasoned multi-unit restaurant owners to invest in its franchise opportunities.
Curating a Loyal Base of ‘Slimthusiasts’
Given that the fast-casual sector is beaming with several run-of-the-mill eating options, finding a loyal and dedicated fanbase is a mean feat. However, owing to its well-balanced and juicy chicken tenders, Slim Chickens achieved this feat rather quickly. Dubbed ‘Slimthusiasts’, its fanbase has made Slim Chicken tenders a household staple.
Cashing in on Trends
Capitalizing on market trends and prioritizing customer experience are cornerstones of a successful brand. The same is true for Slim Chickens. Recognizing the tidal wave of digitization as a catalyst for growth, Slim Chickens introduced a specially curated app for its loyal Slimthusiasts. Available on both the Apple and Google Play stores, this simple-to-use app comes with a host of benefits including a tap-to-order option, referral points, and a birthday treats feature. Slimthusiasts can also order directly from the app and get tender chicken delivered to their doorstep, courtesy of DoorDash.
Perfecting the Recipe of Success
Renowned brands are ventures that can figure out the optimum balance of ingredients – no matter the service vertical. Slim Chickens has perfected this concoction, not just in terms of its authentic and juicy chicken tender recipe, but also in terms of the ambiance it offers. Inspired by the simple goal of offering customers a holistic, friendly, and inviting dining experience, Slim Chickens has created not just a lip-smacking menu, but also an inviting atmosphere. The lively, family-oriented vibe of Slim Chicken restaurants, coupled with its time-tested tenders recipe has made the brand successful across borders.
Adapting to Tackle Challenges
The restaurant industry was one of the most severely affected sectors worldwide during the three ravaging years of the Covid pandemic. With lockdown protocols in place, indoor dining took a serious hit as many restaurants were forced to close their doors permanently. Given this backdrop, Slim Chickens’ success in the bygone year is one that’s a model in many ways.
Placing adaptability at its very core, Slim Chickens was able to flip distribution models with unmatched agility, even when faced with the dire pandemic situation. Through its drive-thru, delivery, curbside, pickup and catering options the brand became very nimble and was able to accommodate 100% off-premise sales. The brands’ ability to quickly maneuver its systems and operations enabled it to achieve over 40% positive comp store sales growth in the last three years and systemwide revenue growth of over 35%.
Chartering Future Terrains
This momentum secured in 2022 helped Slim Chickens achieve several milestones, including the opening of its 200th store, and conquering 15 new markets. With the lucrative year on its ledger, the brand created new history with 150 development deals in the U.S. and more than 150 internationally. Jackie states, “We’ve added 50 new locations this year between the US and the UK. Our AUV for group #1 in the 2022 FDD item 19 is $3,864,513* which is a 13.6% year-over-year increase”.
As for the upcoming year, the opportunities for expansion are boundless. Currently, the brand plans to continue along a strong trajectory expanding its franchise chain across new markets in the United States. In addition to bringing the taste of the better-chicken to a whole new base of Slimthusiasts domestically, the brand also seeks to further fine-tune its franchisee support system to create a stronger network spanning both sides of the Atlantic in countries such as France, Spain, Germany, Poland, Turkey, and the GCC.
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