Watch out fast-food chicken chains: Convenience stores are coming for you. In a big way.
Mega-distributor McLane Co. Inc. on Wednesday unveiled HiBird, a premium fried-chicken program that’s designed to be a plug-and-play solution for c-stores of all sizes.
HiBird, which debuted at the distributor’s annual McLane Engage trade show in New Orleans, could pass for any number of fast-food or fast-casual concepts, with its slick marketing (“Talk birdy to me”), signature sauce (billed as a “standout take on comeback sauce”) and side offerings of white cheddar mac and cheese and crispy potato wedges.
But it is very much tailored to convenience-store operators.
HiBird’s centerpiece is Southern-style breaded, pre-cooked chicken that can be heated and crisped in a traditional deep fryer. Or, for c-stores without that equipment, it can also be popped into a rapid-cook oven for a similar end result, said Farley Kaiser, senior director of culinary innovation for McLane Fresh.
The mac and cheese and potato wedges are also cooked from frozen and are designed to be able to be held hot for an extended period without losing quality.
“We wanted it to be really versatile,” Kaiser said. “We want to take the stomach share. We want to take it, of course, from any other chicken brand in the c-store (segment). But we want consumers to pull into the lot and choose our customer, rather than pulling off to choose another option. Our program is designed to be not only good enough to go up against national brands but to compete with QSRs that have been around for a long time.”
The introduction of HiBird, she said, is a prime opportunity to highlight a “national brand equivalent.”
Kaiser declined to say how the price of a HiBird chicken sandwich might compare with one from a fast-food chain. But she noted that McLane works with its retail partners to develop a foodservice program that will be financially successful for those who operate it.
HiBird’s debut comes just days after McLane announced the launch of its National Commissary program, an offshoot of its two-year-old McLane Fresh offering that aims to boost the fresh-food options in convenience stores.
The commissary prepares cold sandwiches and wraps, ready-to-heat sliders, protein-focused snack trays, vegie cups, parfaits, salads and more. All items are individually packaged and have a week-long shelf life. None have been frozen.
“It looks different. It smells different. It tastes different,” Kaiser said, comparing it to previously frozen items. “Everything about it is different, and we wanted it to be eye-catching enough for people to recognize it.”
It’s all part of a broader move to encourage consumers think of c-stores not just for the stereotypical “smokes and Cokes” but for a wide range of fresh and prepared foods.
“QSRs should be watching the c-stores,” she said. “They innovate the exact same way as QSRs. They have the same suppliers, they have the same operational limitations and capabilities. They just haven’t received credit for it. Now, people are starting to open their eyes and see that convenience stores are a force to be reckoned with.”
Temple, Texas-based McLane, which employs about 24,000 people, is one of the country's largest distributors. The company services c-stores, restaurants and mass merchants, and has more than 80 distribution centers.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.