IMPACT

Red Rooster is Australia’s first and favourite chicken shop with almost 50 years of serving families and the community and satisfying Australia’s chicken cravings with their famous roast chicken. But, Red Rooster are not standing still as they look to give themselves a makeover with updates to their stores, menu, technology, and convenience.

OVERVIEW

Red Rooster has been undergoing a transformation since 2020, which covers their branding, rollout of new store assets, design and signage and a complete overhaul of the menu including entire new categories such as fried chicken.

What Red Rooster wanted to determine was what was next to drive growth in the market.

THINK worked with Red Rooster to uncover the market’s usage and attitudes when ordering from quick service restaurants (QSRs).

Across 2 stages of research, THINK were able to learn those occasions when consumers were buying from QSRs, who and what is influencing their decision making, what foods they are eating and on what occasions.

Specifically for Red Rooster, we were able to learn how the market perceived them and how that impacts purchase consideration. We were also able to determine what would make Red Rooster a more attractive proposition by collecting unprompted feedback as well as measuring appeal of current Red Rooster initiatives.

Ultimately, THINK were able to compare Red Rooster’s performance in the market, determine what initiatives are working, and where Red Rooster can improve against their competitors.

METHODOLOGY

In-depth Interviews; Journey Mapping; Segmentation; Customer Profiling; Quantitative Analysis; Market Sizing; NPS; Brand Conversion; Strategic Recommendations

FOR THOSE THAT LIKE THE DETAILS

Visit Red Rooster’s Website