Slim Chickens Targets Non-Traditional Unit Growth

With more than 75 units, “better chicken” chain Slim Chickens has started to expand globally — with units in the U.K. and Kuwait — and now targets non-traditional locations, such as airports and universities.

 

This fall, Slim Chickens will open locations in Donald W. Reynolds Razorback Stadium at the University of Arkansas and Boone Pickens Stadium at Oklahoma State University.

“Growth in non-traditional locations will play a big role in our growth strategy this year and beyond,” says Sam Rothschild, COO for Slim Chickens. “It’s such a good opportunity for us to be able to connect our brand emotionally to another experience that is highly emotional, like a football game. Our hope is that fans of these teams will now associate our brand with these incredible teams and raise our brand awareness in these key markets.”

Slim Chickens also plans to add a new unit at Orland Square Mall, outside Chicago, and an outpost at Kuwait International Airport (there is already one traditional location in Kuwait). Both are expected to open later this fall.

“For us, being able to put our brand in high traffic areas, like the airport, gives us not only an opportunity to capture sales, but also gain exposure for the brand,” says Greg Smart, co-founder and Chief Brand Officer of Slim Chickens.

The non-traditional locations’ menus will include Slim Chickens’ staples, including chicken tenders, fries and fresh-brewed iced tea.

Current Issue

rd+d November December Cover