BELOIT, Wis. -- Broaster Co., a license branded foodservice supplier to the convenience-store segment, is expanding its brand beyond its signature fried chicken programs. The company will team up with Honda and RoadRace Factory to form Team Genuine Broaster Chicken Honda, a competitor in the Superbike class for the 2017 MotoAmerica season.
This marks the first year that Broaster will commit to a corporate level of participation as a RoadRace Factory motorbike racing team.
“We’re excited to build our brand beyond foodservice as a part of the RoadRace Factory,” said Jay Cipra, president and chief executive officer of Broaster Co. “We're looking at some very exciting things for the future of the Broaster Co. Team Genuine Broaster Chicken Honda allows us to connect with our customers and consumers unlike never before. Our partnership gives our fans something more to cheer about.”
The partnership allows Broaster to implement several direct-to-consumer marketing channels. In 2016, Broaster installed about a dozen life-size cutouts of superbike veteran rider Jake Gagne inside participating convenience stores. In 2017, Broaster plans to roll out 500 cutouts inside c-stores across the country to promote Genuine Broaster Chicken, Honda and the 2017 MotoAmerica racing season.
“The increase in store sales shows how relevant our product is to MotoAmerica fans,” said Chad Vendette, Broaster Co.’s director of marketing. "Our operators are excited about the store displays and the extra attention it's bringing to their hot prepared food items, especially our broasted chicken product offerings.”
Based in Beloit, Wis., Broaster Co. markets and licenses its Genuine Broaster Chicken product and Broaster Express foodservice program to c-stores and other foodservice operators. In addition, the company is a manufacturer of high-quality pressure fryers and specialty foodservice equipment.