Foodservice

Chester’s Chicken Rebrands

C-store quick-service restaurant brand debuts updated website and logo

BIRMINGHAM, Ala. — Convenience-store quick-service-restaurant (QSR) Chester’s Chicken has launched a new website and corporate logo as part of a company rebrand.

Chester’s updated website now features new food photography and nutritional information and resides at a new domain. The back end of the site is password protected and hosts an enhanced library of marketing and training tools for current franchisees. Chester’s site is designed to drive consumer awareness of its products while also serving as a lead generation source for potential franchisees.

  • Click here to read about c-stores going all-in on fried chicken

The new logo says “Chester’s: Chicken on the Run” in a slick, dark blue font, accompanied by the chain’s flagship chicken mascot. The script word mark is designed to feel more personal and approachable, the company said.

“We believe this is the perfect time in our company’s history to provide our loyal Chester’s Chicken customers with a new website to enhance their guest experience,” said William Culpepper, vice president of marketing for Chester’s Chicken. “Our new website represents the leading edge of many exciting changes for the Chester’s brand, and we are dedicated to building a first-class QSR concept for fried chicken fans and our franchisee community.”

Chester’s will continue enhancing its product portfolio and in-store experience with more updates coming later in 2020 and in 2021, it said.

Based in Montgomery, Ala., Chester’s Chicken offers fried chicken in more than 1,300 convenience stores, truckstops and supermarkets. Chester's uses only fresh chicken that is specially marinated and double-breaded. Its menu includes bone-in, tenders and potato wedges as well as breakfast, home-style sides, dipping sauces and desserts.

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