BIRMINGHAM, Ala. — Fresh fried chicken concept Chester’s Chicken, which has more than 1,300 locations and has been in business for more than 50 years, is introducing its first store redesign in nearly 20 years at three new locations in Love’s Travel Stops & Country Stores: Durant, Okla. (pictured); Monroe, La.; and Elk Grove Village, Ill.
The new look features a fresh color palette, updated menu boards and modern architectural and interior brand elements designed to create a better connection with the customer, the company said.
The new in-store experience is the next phase of Chester's brand refresh, following the 2020 launch of the company's new website with an enhanced library of marketing and training tools for franchisees, as well as a new, simplified logo that focuses on the Chester the Chicken mascot, the company said. Also in the past year, Chester's has introduced new branded packaging and overhauled its digital menu board design.
“We’ve mastered fried chicken and continue to expand our offerings with on-trend limited-time offerings and permanent items like our fried chicken sandwich and chicken bites, but it was time to bring our store aesthetic up to the same standard as our delicious family recipes,” said William Culpepper, vice president of marketing. “We’re elevating the overall experience for fried chicken fans and bringing the star of the show, our product, into the spotlight through our refreshed design.”
Chester’s partnered with award-winning brand experience and architecture firm Nelson Worldwide to bring the updated vision to life.
“Our intent with this vision was to amplify the beloved Chester’s brand and to leverage a much bolder and modern expression, as well as play up the notion of everything fried to perfection—with no apologies,” said Aaron Ruef, account director for Nelson Worldwide, Minneapolis.
Joe Cotton, vice president of restaurant services for Love’s, added, “Love’s is proud to partner with a company that has its customers at the forefront of all it does, including providing fresh and tasty food options with a strong experience. We’re excited to play a large role in Chester’s redesign and know our customers will love it too.”
The new Durant store opened Aug. 2; the Monroe and Elk Grove Village locations open Aug. 23. Chester's is rolling out the design gradually with franchisees and has plans to open five additional updated locations at Love’s by the end of 2021.
Birmingham, Ala.-based Chester's Chicken offers fried chicken in convenience stores, truckstops and supermarkets. Chester's marinated chicken is double breaded using an old family recipe. Chester's menu includes bone-in chicken, tenders, bites, sandwiches and potato wedges as well as breakfast, homestyle sides, dipping sauces and desserts.
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