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Red Rooster

Red Rooster is an Australian fast food chain specializing in roast and fried chicken, along with burgers, chips, salads, and desserts, operating primarily as a network of franchised restaurants across the country. Founded in 1972 as a family-owned business in Kelmscott, Western Australia, the chain began by selling takeaway rotisserie chickens from a small shop in Perth and quickly expanded after being acquired by Coles Myer in 1981. Over the decades, Red Rooster has grown into one of Australia's largest quick-service restaurant networks, with approximately 325 locations nationwide as of October 2025, though it remains absent from Tasmania. The brand is currently owned by Craveable Brands, a Hong Kong-based PAG Asia Capital investment portfolio company that also operates the Oporto and Chicken Treat chains, and it emphasizes its status as Australia's original chicken-focused fast food outlet with over 50 years of history. In addition to its core roast chicken offerings, Red Rooster has evolved its menu to include fried chicken options, family meals, and delivery partnerships with services like Uber Eats and DoorDash, maintaining a strong presence in Australian fast food culture despite varying public opinions on its quality and popularity.

History

Founding and early expansion (1972–1981)

Red Rooster was founded in 1972 by brothers Peter and Theo Kailis, along with nine partners, in Kelmscott, a suburb of Perth, Western Australia. The brothers acquired an existing chicken rotisserie shop and transformed it into the first Red Rooster takeaway store, marking the beginning of a family-run enterprise focused on roast chicken. With an initial investment of $27,000, Peter Kailis, inspired by a local chicken outlet on Wanneroo Road, aimed to capitalize on the growing demand for quick, affordable meals in the region. The early business model emphasized fresh, on-site preparation of roast chicken, marinated in a proprietary blend of herbs and spices to deliver a distinctive flavor profile that set it apart from competitors like Kentucky Fried Chicken, which relied on fried varieties. Chickens were roasted using rotisserie ovens, ensuring tenderness and aroma that appealed to Australian tastes for home-style cooking in a fast-food format. This approach, combined with simple sides like chips and rolls, fostered quick popularity through word-of-mouth in Perth's suburbs, allowing the Kailis family to buy out their partners and gain full control within a few years. By 1981, Red Rooster had expanded to 45 stores across Western Australia and Victoria, driven by family-operated growth and strong regional demand for its roast chicken offerings. The chain established centralized supply chains to maintain consistent quality in marination and roasting processes, supporting the rollout of new locations in urban and suburban areas. This period of steady, organic expansion solidified Red Rooster's position as a Western Australian staple before its acquisition by Myer in 1982 paved the way for broader national development.

Myer ownership (1982–2002)

In July 1981, the Myer Emporium acquired Red Rooster for A$8.97 million, integrating the Western Australia-based chain into its broader retail portfolio as part of an effort to diversify into fast food amid growing demand for convenient dining options. At the time of the purchase, Red Rooster operated approximately 45 stores in Western Australia and Victoria, positioning it as Australia's fourth-largest fast-food group. The 1985 merger of Myer and Coles into Coles Myer Ltd. further integrated Red Rooster into the larger retail group, accelerating corporate oversight and expansion strategy. A key milestone came in 1986 when Coles Myer acquired the Big Rooster chain, which had around 40 outlets in New South Wales, enabling Red Rooster's entry into eastern states, particularly New South Wales. This was followed by the purchase of remaining Big Rooster stores in Queensland in 1992, with all locations rebranded under the Red Rooster name. Under Coles Myer's management, the chain emphasized standardized roast chicken recipes—featuring herb-seasoned, spit-roasted birds—and uniform store formats to ensure consistency across locations, emulating the operational model of competitors like KFC while differentiating through an Australian focus on fresh roast offerings. These efforts drove rapid national scaling, growing the network to over 230 stores by the early 1990s. The 1990s brought challenges for Red Rooster amid intensifying competition from KFC, which dominated the fried chicken segment, and broader economic pressures from Australia's early-1990s recession that curtailed consumer spending on dining out. Coles Myer responded with operational refinements, including cost efficiencies and menu adjustments to bolster profitability within its Basic Needs Group, though the chain recorded losses in the early 2000s. In 2002, Coles Myer divested Red Rooster to Australian Fast Foods Pty Ltd, marking the end of two decades of corporate ownership.

Post-Myer era and ownership changes (2003–present)

In 2002, Coles Myer sold Red Rooster to Australian Fast Foods Pty Ltd (AFF), the owner of the Chicken Treat chain, for an undisclosed amount, ending two decades of retail conglomerate ownership and allowing the brand to refocus on its core fast-food operations independent of broader supermarket integrations. This transition positioned AFF as the operator of both Red Rooster and Chicken Treat, streamlining management under private ownership. By 2007, AFF underwent a management buyout led by Quadrant Private Equity, which acquired the company—including Red Rooster and Chicken Treat—for A$180 million, injecting capital for expansion and operational efficiencies. Quadrant's ownership facilitated growth, increasing the store network from around 450 to over 600 outlets by 2011. In 2011, Quadrant sold the business to Archer Capital for A$450 million, continuing the private equity-driven modernization with an emphasis on scaling the quick-service restaurant portfolio. To accelerate expansion amid competitive pressures, Red Rooster introduced a franchising model in 2010, converting many company-owned stores and acquiring sites for new franchise opportunities; this shift resulted in over 50% of its approximately 370 stores operating as franchises by the mid-2010s, enhancing geographic reach and operational flexibility. Under Archer's stewardship, the parent company rebranded as Craveable Brands in 2016, encompassing Red Rooster alongside Oporto and Chicken Treat. In 2019, Hong Kong-based PAG Asia Capital acquired Craveable Brands for approximately A$500 million, marking a significant influx of Asian private equity into the Australian quick-service restaurant sector and underscoring Red Rooster's appeal as a homegrown brand with growth potential. As part of ongoing menu evolutions under private equity ownership, Red Rooster added fried chicken offerings in 2021 to broaden its appeal in the competitive poultry segment. By 2025, with Samantha Bragg as CEO, the brand pursued an innovation strategy tailored to next-generation customers, leveraging data analytics and enhanced customer experiences to drive sustainable growth, as highlighted in industry reports.

Products and menu

Core offerings

Red Rooster's core offerings center on its signature roast chicken, prepared from plump and juicy barn-raised chicken that is hand-seasoned with a proprietary blend of herbs and spices before being slow-roasted to achieve crisp, golden skin and tender, moist meat. This foundational item is available as a whole chicken, typically cut into halves or portions for sharing, or in pieces such as quarters, wings, and thighs, emphasizing the chain's specialization in oven-roasted poultry over deep-fried alternatives. Complementing the roast chicken are a variety of burgers, rolls, wraps, chips, salads, desserts, and beverages that form the backbone of the menu. The iconic Rooster Roll, for instance, features shredded roast chicken mixed with herb stuffing and creamy mayonnaise, served in a soft toasted roll with crisp lettuce, providing a simple yet distinctive handheld option. Other items include chicken burgers and wraps incorporating roasted pieces with fresh vegetables and sauces, alongside golden chips, garden salads for lighter choices, and desserts such as chocolate mousse, strawberry cheesecake, and vanilla slice bites; a selection of soft drinks and iced beverages rounds out meals. The service model at Red Rooster operates primarily through counter-service for in-store ordering, supplemented by drive-thru windows at many locations to facilitate quick takeaway and on-the-go consumption. This approach positions the brand as a convenient fast-food option, particularly as a healthier alternative to competitors focused on deep-fried chicken, with the roasting method avoiding added oils during cooking. Nutritionally, the traditional roast chicken lineup highlights lower fat content compared to fried varieties, as the dry-heat roasting process retains the bird's natural juices without absorbing cooking fats; for example, a serving of roast chicken contains approximately 70g of fat across a whole bird, primarily from the skin, while emphasizing protein-rich, lower-calorie profiles when skin is removed. In recent years, Red Rooster has expanded to include fried chicken options alongside these staples.

Recent innovations

In March 2021, Red Rooster launched its fried chicken range, featuring items such as tenders, burgers, and buckets made from 100% fresh Australian chicken, positioning the brand to directly compete with KFC and appeal to a broader customer base seeking crispy, seasoned alternatives to its traditional roast offerings. This expansion marked a strategic shift toward diversified chicken formats while maintaining the core roast chicken as the brand's foundation. From 2024 to 2025, under CEO Samantha Bragg's innovation funnel aimed at attracting next-generation diners, Red Rooster introduced limited-time offerings including spicy variants like the Hot Honey Crunch fried chicken (launched August 2025) and ongoing plant-based trials such as the Reds Veggie Burger with beetroot and quinoa patty (initially launched October 2023). In November 2025, the chain added Choc Churro Bites, golden fried churro pieces filled with chocolate and dusted in cinnamon sugar, as a new dessert option. These updates emphasized bold flavors and inclusive options to align with evolving consumer preferences for heat and vegetarian alternatives in the quick-service restaurant sector. Delivery integrations have been enhanced through expanded partnerships with Menulog, building on a 2014 trial, and Uber Eats, enabling seamless app-based ordering and contributing to faster service times across Australia. As part of its 2025 growth strategies, Red Rooster has prioritized sustainability by sourcing all chicken from Australian farms and adhering to Sustainable Packaging Guidelines to reduce waste through recyclable materials and efficient disposal practices.

Business model and operations

Franchise system

In 2010, under the ownership of Quadrant Private Equity, Red Rooster transitioned from a predominantly company-owned model to a franchise system by converting existing stores, a strategic move aimed at reducing the company's capital expenditure and operational overheads. Prospective franchisees face initial investment requirements typically ranging from $350,000 to $500,000, encompassing setup costs, equipment, and the franchise fee of approximately $50,000 (excluding GST). Ongoing obligations include royalty fees of 5-6% of gross sales and a marketing contribution of around 5.5-6%, alongside mandatory training programs lasting up to 8 weeks that cover specialized roast chicken preparation techniques, store operations, and compliance standards. Since 2016, when Craveable Brands (formerly Quick Service Restaurant Holdings) acquired the business, franchise support has been centralized, providing access to a unified supply chain for ingredients and equipment, national marketing funds for brand campaigns, and integrated technology solutions including point-of-sale (POS) systems to optimize ordering and inventory management. All of Red Rooster's approximately 325 stores operate as franchises as of 2025, enhancing the brand's resilience through diversified ownership amid economic fluctuations and supporting steady network growth.

Store network and locations

As of October 2025, Red Rooster maintains a network of 325 stores across Australia, with the majority concentrated in Queensland (120 locations), followed by Victoria (67), New South Wales (64), and Western Australia (62). This distribution reflects the chain's strong presence in both urban centers and regional areas, though it has limited operations in South Australia (6 stores), the Northern Territory (4), and the Australian Capital Territory (2), with no locations in Tasmania. The stores operate in multiple formats tailored to different settings, including traditional standalone drive-thru restaurants that emphasize convenience for motorists, compact kiosks integrated into shopping centers for high-footfall accessibility, and smaller urban shopfronts dubbed "Reggies" designed for quick-service in dense city environments. These variations allow Red Rooster to adapt to local demographics and consumer behaviors, such as on-the-go dining in metropolitan areas. Beginning in Western Australia in 1972, Red Rooster's expansion accelerated in the 1980s under Myer ownership, spreading from its initial focus on WA and Victoria to achieve nationwide coverage by the 1990s, encompassing all major states except Tasmania. In recent years, the chain has prioritized urban infill strategies, opening smaller-format stores in city hubs, alongside regional revamps that update older sites with modern layouts and technology to boost efficiency and appeal. The franchising system has facilitated this rapid geographic rollout by leveraging local operators. Red Rooster employs approximately 7,500 staff nationwide, prioritizing local hiring practices to foster community ties and ensure culturally attuned service in diverse regions.

Marketing and branding

Advertising campaigns

In 2009, Red Rooster launched the "They don’t get it in America" advertising campaign, featuring comedian Tom Gleeson traveling to New York City to ask passersby about the brand, emphasizing its uniquely Australian roast chicken style unavailable in the U.S. market. The campaign highlighted Red Rooster's national identity and roast chicken expertise through humorous street interviews, positioning it as a distinctly local fast-food option amid American-dominated chains. By 2011, Red Rooster shifted its messaging toward healthy eating, promoting roast chicken as a fresh, nutritious alternative to typical fast food with family-focused advertisements. These efforts included promotions like the "Skin Free" range, offering skinless chicken options in baguettes, burgers, and wraps to appeal to health-conscious consumers and families seeking balanced meals. The campaign underscored the brand's emphasis on real roast chicken prepared daily, differentiating it from fried alternatives and aligning with broader trends in quick-service dining. Entering the 2020s, Red Rooster evolved its advertising through digital channels, particularly social media, to promote the launch of its fried chicken line in 2021. The brand leveraged TikTok for interactive content, including challenges and user-generated videos showcasing the new crispy fried offerings, which encouraged audience participation and viral sharing to build excitement around menu expansions. This approach integrated short-form videos and influencer collaborations to target younger demographics, blending traditional roast heritage with modern fried varieties. In 2024, under Chief Marketing Officer Ashley Hughes, Red Rooster executed a growth-oriented campaign that refreshed brand perceptions, resulting in nearly 50% business uplift by addressing outdated views and amplifying new product innovations like fried chicken. The initiative combined targeted media buys with creative storytelling to reposition the chain as contemporary and craveable, incorporating brief tie-ins to sponsorship events for broader reach.

Sponsorships and partnerships

Red Rooster has pursued strategic sponsorships in Australian motorsport to leverage cultural affinities with speed and community events. Between 2010 and 2016, the brand sponsored the Holden Racing Team in the V8 Supercars Championship—now known as the Supercars Championship—featuring prominent livery placement on team vehicles to align with the nation's passion for high-performance racing. In 2016, this involvement expanded to an official three-year partnership with the championship, including naming rights for the Sydney SuperSprint event, which enhanced on-site activations and fan engagement across all races. The company has formed key delivery partnerships to broaden accessibility and convenience. In 2014, Red Rooster initiated a trial delivery service with Menulog from its Baulkham Hills store in New South Wales, which proved successful and scaled nationwide by the early 2020s, enabling widespread online ordering. Complementing this, integration with Uber Eats began in 2018 following a successful pilot, rolling out to over 100 restaurants by February of that year and now covering the full store network for seamless third-party delivery. Red Rooster maintains strong community ties through support for local producers and charitable initiatives, particularly during national challenges. The brand's Reconciliation Action Plan emphasizes partnerships with Aboriginal and Torres Strait Islander farming suppliers to promote sustainable sourcing and economic inclusion. In the 2020s, it has contributed to crisis response efforts, including meal donations to Foodbank Australia amid the COVID-19 pandemic—covering the cost of one meal per qualifying delivery order in April 2020—and direct contributions to GIVIT for flood relief in affected regions. As of 2025, Red Rooster's CEO Samantha Bragg has outlined innovation strategies focusing on technology to enhance customer experience, including potential new partnerships for app upgrades and digital features. This includes AI-powered tools, as demonstrated in an August 2025 campaign using generative AI for interactive storytelling to promote menu items. Advertising efforts have briefly amplified visibility for these sponsorships through targeted promotions tying motorsport themes to product launches.

Controversies

Franchise issues

In 2019, Red Rooster faced a significant franchise crisis when seven stores in Queensland's Sunshine Coast region abruptly closed on October 15 after their operator, Sunstate Foods Pty Ltd, entered voluntary administration. This event affected over 100 employees and highlighted underlying pressures on franchisees, including high royalty fees and levies imposed by parent company Craveable Brands, escalating supply costs for poultry and other ingredients, and intense competition from rivals like KFC, McDonald's, and Hungry Jack's, as well as meal delivery platforms charging 15-30% order fees. The closures contributed to a temporary dip in system-wide sales for Red Rooster and drew increased scrutiny toward Craveable Brands' level of support for franchisees amid broader economic downturns in the Australian food service sector, where 113 Queensland businesses entered administration in September 2019 alone. Craveable Brands responded by committing to reopen the stores within a week, covering staff entitlements to avoid job losses, and collaborating with administrators and landlords, though the incident amplified concerns about franchisee viability during rising operational costs like wages, rent, and poultry prices. Social media played a role in magnifying these challenges, with franchisee frustrations gaining widespread attention online. In May 2023, a Red Rooster franchise in Wodonga, Victoria, operated by Wodonga Food Pty Ltd, faced 355 charges from Wage Inspectorate Victoria for breaching child employment laws under the Child Employment Act 2003, including employing children under 15 without permits, exceeding permitted hours, and failing to provide breaks. The case involved ten children and was resolved in February 2024 with a $5,500 fine and nearly $10,000 in costs. Following the 2019 crisis, Craveable Brands underwent restructuring after its acquisition by PAG Asia Capital in July 2019 for approximately $500 million, which included adjustments to franchise fees and enhanced training programs for operators by 2020 to address cost burdens and improve operational resilience. These measures, combined with PAG's investment in brand innovation and supply chain efficiencies, led to strengthened oversight of the franchise network to prevent similar failures. The long-term effects of these changes have supported Red Rooster's recovery, with the broader Craveable Brands network achieving revenue of $236 million in 2024 and earning accolades for menu innovations in 2024, reflecting stabilized franchise operations and growth amid post-pandemic market rebound.

Public perceptions and conspiracy theories

In 2021, a surge of conspiracy theories about Red Rooster proliferated on TikTok, where users claimed the chain's stores were frequently empty, suggesting it was either a failing business or a front for money laundering operations. These viral videos highlighted observations of sparse in-store dining and questioned the chain's viability compared to busier competitors like McDonald's and KFC. Red Rooster responded directly to these claims through humorous TikTok videos that showcased busy drive-thru operations and invited influencers to visit stores, amassing over 1.5 million views for one clip alone. In a statement to News.com.au, the brand affirmed that its restaurants were operating normally, with strong sales primarily through drive-thrus and delivery services, countering the narrative of emptiness. These rumors were partly fueled by earlier events, such as the sudden 2019 closure of seven Queensland stores due to a franchisee's voluntary administration, which left over 100 employees jobless and prompted speculation about broader instability. In 2024, public scrutiny extended to a Red Rooster television advertisement featuring a skateboarder stealing chicken at a skate park, which received 55 complaints to the Advertising Standards Bureau, making it the second-most complained-about ad in Australia that year. Complainants argued it promoted anti-social behavior and theft, though the ad was not withdrawn. Public perceptions of Red Rooster as a "dying" chain persisted in online discussions, contrasting sharply with data indicating its stability; a 2021 Roy Morgan survey ranked it sixth among Australia's most popular fast-food outlets, with over 2.1 million customers aged 14 and older visiting or ordering takeaway in an average four weeks during 2020. This positioning behind leaders like McDonald's (12.7 million customers) and KFC (8.6 million) underscored its enduring appeal despite social media-driven skepticism.

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