Chicken's Undercover Growth Leader: Krispy Krunchy Chicken

 

In the bustling world of quick-service chicken, a quiet yet powerful player is emerging as a growth leader. While legacy chains scramble to retain market share amidst a highly competitive landscape, Krispy Krunchy Chicken (KKC) is stealthily carving out its niche, capturing the attention of savvy consumers and industry insiders alike. Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, is ready to dive into the under-the-radar success story of KKC and explore why its growth is set to continue.

The Quiet Evolution of the Chicken Market

Legacy chicken chains, long considered stalwarts in the industry, are facing significant challenges. Brands that once dominated the market are now witnessing a decline in customer loyalty and market share. Factors such as menu fatigue, pricing wars, and a lack of innovation have left these giants vulnerable. Meanwhile, smaller, more agile players like Krispy Krunchy Chicken are seizing the opportunity to differentiate themselves and attract a new wave of consumers.

KKC's growth is particularly remarkable when considering the brand's unique positioning. Founded in Louisiana in 1989, KKC has quietly expanded its footprint to nearly 3,000 locations across 47 states. Unlike traditional standalone QSRs, KKC operates primarily through a "store-in-store" model, partnering with convenience stores, truck stops, universities, casinos, and big-box retailers. This strategy allows KKC to offer its signature hand-breaded, mild Cajun-spiced fried chicken and tenders in convenient, accessible locations, enhancing profitability for its partners and driving customer traffic.

5 Reasons Why Krispy Krunchy Chicken's Growth Will Continue

1.       Value Proposition: In an era where consumers are more budget-conscious than ever, KKC's introduction of the $4 Value Meal is a masterstroke. This offering provides customers with a choice of two pieces of dark meat bone-in fried chicken or two hand-breaded Cajun tenders, served with crispy potato wedges. As CEO Jim Norberg aptly puts it, "We represent quality, cravability, and value." This balance of affordability and quality ensures that KKC continues to attract a broad customer base, particularly during economically challenging times.

2.       Strategic Location Partnerships: KKC's store-in-store model is a game-changer. By partnering with high-traffic locations like convenience stores and big-box retailers, KKC ensures consistent visibility and accessibility. This model reduces overhead costs and provides KKC with a steady stream of customers who are already shopping at these locations. The result is a mutually beneficial relationship that boosts sales and enhances the customer experience.

3.       Product Quality and Uniqueness: KKC distinguishes itself with its mildly Cajun-spiced offerings, a nod to its Louisiana roots. The chicken is marinated and breaded in small batches, ensuring freshness and a superior taste. This commitment to quality and unique flavor profile sets KKC apart from competitors and keeps customers coming back for more.

4.       Flexibility and Innovation: Unlike many legacy brands, KKC is not bogged down by a rigid corporate structure. This flexibility allows the brand to quickly adapt to market trends and consumer preferences. For instance, the launch of the $4 Value Meal demonstrates KKC's ability to respond to demand for affordable, high-quality meals. This nimbleness is a key factor in the brand's sustained growth.

5.       Focused Marketing and Brand Positioning: KKC's brand messaging is clear and consistent. The emphasis on value, quality, and a distinctly Cajun culinary experience resonates with a diverse consumer base. Furthermore, the brand's limited availability on delivery platforms such as DoorDash, UberEats, and GrubHub creates an exclusive, must-visit appeal, encouraging customers to visit in person and potentially increase impulse purchases.

Think About This

Krispy Krunchy Chicken's rise as a growth leader in the chicken QSR segment is no accident. The brand's strategic focus on value, quality, and convenience, combined with its innovative store-in-store model, has positioned it as a formidable player in the industry. As legacy chains struggle to retain relevance, KKC continues to thrive, offering a compelling alternative for consumers seeking delicious, affordable chicken options.

In a market ripe for disruption, Krispy Krunchy Chicken's formula for success is clear: stay adaptable, prioritize value, and never compromise on quality. As the Grocerant Guru®, I foresee continued growth for this undercover powerhouse, as it quietly but confidently claims its rightful share of the chicken QSR market. The next time you crave a satisfying meal, keep an eye out for KKC—you might just discover your new favorite chicken spot.

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Chicken Is Still a Hot Item and Krispy Krunchy Chicken Proving It

 

It seams as if everyone is going to a fresh fast quick service restaurant and eating a chicken sandwich if only to try all of the new entrants to the field according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Johnson says it not just chicken sandwich that is a hot item fried chicken is back and back in a big way.  Just look at Krispy Krunchy’s Chicken’s growth.  The concept opened 40 new locations in April alone, bringing its total to 150 so far this year. Today, its network stands at approximately 2,800 locations in 47 states with what the company calls a "healthy pipeline well into 2024."

Consider this, Krispy Krunchy's growth comes as the definition of convenience is changing along with the needs of its customers. A driver who might have once stopped by looking for a map is now far more likely to get that information on their phone, while a one-time morning commuter who swung by for a cup of coffee may now be working remotely.

But that doesn't mean there isn't plenty of room to expand possible offerings available to guests, especially when it comes to food options at convenience stores?

We all know that some convenience store chains are considered veterans of the foodservice business — including Pennsylvania-based Wawa Inc. and its made-to-order hoagies, and Irving, Texas-based 7-Eleven Inc. and its staple of hot prepared foods — many others are just now entering into the foodservice space. This may mean they're starting from a different spot than their competitors, lacking some of the infrastructure needed to make food in the first place. Which is where QSR partners like Krispy Krunchy Chicken enters the picture. 

Think about this, Krispy Krunchy Chicken has been serving the c-store sector for 34 years, providing everything from food preparation to entire cooking stations to operators who want to offer a hot food option. According to Jim Norberg, president of Krispy Krunchy, its customer base has primarily been independent operators who may not have the same support as a chain brand might.

"Independent operators who own a convenience store or a gas station that are looking for a food solution — that's been kind of our bread and butter," he said.

Talk about timing, Norberg joined Krispy Krunchy in the beginning of 2022 as chief operating officer (COO) before being promoted to president earlier this year. He previously spent more than three decades at McDonald's, moving up the ranks, before moving to COO at Papa John's.

The fact is his background in the quick-service industry serves him well as Krispy Krunchy has started to rapidly expand. And while the company has started to branch out into some nontraditional spaces, with Krispy Krunchy stations now available on select college campuses and in a few Walmart stores, Norberg still views the convenience store industry as the company's bedrock.

"There's 150,000 convenience stores in the United States, and we're just approaching 3,000, so there's plenty of opportunity there," Norberg said. 

So, what does it cost and how does their program work? Krispy Krunchy can offer a potential partner, it depends on the individual store's needs:

“Norberg explained. The company first meets with the operator to determine if the two will be a good fit for each other. Part of the conversation includes equipment needs, as well as menu offerings, signage and additional merchandise. Once the requirements for the program are determined, Krispy Krunchy can put together a package for the c-store retailer, changing the parameters depending on whether the store has preexisting equipment that can be utilized or if it needs a full soup-to-nuts retrofit.

 

Once the package has been accepted by the liscencee, Krispy Krunchy provides operations and training for staff both on prep and any equipment that might be new to the store. Overall, from initial meeting to a Krispy Krunchy Chicken getting up and running, the process only takes about four to six weeks, according to the company.

Norberg views the process as a true turnkey solution, a way to get partners on their feet as quickly as possible, especially those who are smaller or new to the industry. The goal, he said, is to "help them figure it all out, so they don't have to do it on their own. We've already figured out the solution and can hand it to them, a sort of Krispy-Krunchy-in-a-box."

Norberg also emphasized how the company's c-store partnerships are not just as a win for Krispy Krunchy but for operators as well.

"We just did some initial research, and nearly 50 percent of our customers are seeking out Krispy Krunchy," he said. "So, if somebody was going to go to a convenience store and choosing the store that has fuel, convenience items and Krispy Krunchy — that's really who we're targeting."

The company isn't stopping with just drop-in customers either. In addition to its brick-and-mortar expansions, it has been looking into third-party delivery services like DoorDash.  Ultimately, though, whether Krispy Krunchy is found in a convenience store, a college recreation center or on an app, the goal is always the same: meeting customers where they're at.

"I think at the end of the day, a customer's going to walk with their feet and they're going to go where they feel good about what they're eating," Norberg said. "And when you can do that and also have fuel and convenience at the same time, it's a win for your guest."

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation, and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter