How to introduce a new brand and create a new business segment
Challenge: Take a local rotisserie chicken concept that also offers a wide selection of side dishes and
launch it nationally.
Solution: Position the brand primarily as a take-out business and create a significant new retail category – Home Meal Replacement.
Rationale: Cater to a large and growing market segment of busy/working mothers who want to serve their families nutritious meals at home (instead of fast food) but don’t have the time to cook.
Results: Hugely successful, growing to over 800 stores in the first four years. The concept became the hottest IPO in history to that time.