Chicken Treat Expansion

THE BRIEF

Beloved Western Australian restaurant brand Chicken Treat has expanded nationally, opening its first stores on the East Coast.

Chicken Treat has been a WA favourite since 1976 with more than 55 stores throughout the State and after years of planning and delays due to COVID, Chicken Treat’s expansion plans were realised.

The brief to Adoni Media was to generate media coverage around this national expansion. This was to focus on the opening of Chicken Treat’s first East Coast restaurant at Eastern Creek in Western Sydney in December 2022, followed closely by Crows Nest on Sydney’s North Shore in January 2023.

These new restaurants are part of an ambitious plan by Chicken Treat to open 33 stores around the country in just 18 months. The media coverage formed an important part of the expansion strategy, helping to spread awareness about the brand’s East Coast presence. Stories were also integral to educating consumers, who might not know Chicken Treat, on what the brand is all about and what is on offer. Above all, it was to create an urge and desire to head to a restaurant to try it.

THE RESULTS

Adoni Media worked closely with the Seven Network’s Sunrise program to arrange a morning of weather, with seven live crosses from Chicken Treat’s Eastern Creek store. Each of these was designed to highlight different aspects of the restaurant and business, from the secret tips to make the best chips to an interview with the CEO.

Sunrise previewed the Chicken Treat location the day before so there was already interest and awareness when the weather crosses began, and the restaurant was quick to fill throughout the morning. Crowds offered great opportunities for interviews as locals all had their first taste of Chicken Treat’s fried chicken, rotisserie chicken, burgers, chips, and their infamous mac and cheese balls.

To extend coverage beyond the Seven Network, Adoni Media also created and distributed geotargeted media releases for the local audiences of Western Sydney and the North Shore, and the wider audience of Sydney.

Perth and WA media outlets were sent a press release tailored to them, which included comments from the Premier congratulating the Western Australian brand for successfully spreading its wings. This resulted in coverage across Perth print and radio, and in 12 regional papers throughout the State. Premier Mark McGowan and several Perth radio stations also posted about Chicken Treat’s expansion on their social media pages, furthering engagement and interest.

To assist with recruitment for future restaurant owners, Adoni Media pitched the story to industry publications. Articles which further explored the business decisions behind Chicken Treat’s expansion, its leadership, and its future growth plans were published across several sites and circulated through industry EDMs. Chicken Treat is a franchised business, and by targeting publications read by an already interested audience, media coverage helped put Chicken Treat in front of potential Franchise Partners.

Adoni Media has been Chicken Treat’s PR partner for several years and this campaign is just the beginning of the brand’s East Coast media presence, as it continues to launch restaurants throughout New South Wales, the ACT and beyond.