2. FastCasual
seen with fast casual dining.
It’s a concept that delivers high-quality food fast in an upscale setting with high-touch
service at prices between fast food and casual dining. And it is driving sales growth in
the restaurant industry.
A slower but equally compelling trend has
been America’s growing preference for
chicken. Since the beginning of fast food
dining, beef has been the meat of choice
at most fast food restaurants. However, a
recent study by Priceonomics revealed that
for the first time in more than 100 years,
Americans are consuming more chicken
than beef.
A number of factors are behind this shift in tastes, which we explore later in this book. But
for those considering a fast casual franchise the immediate takeaway is clear: Think chicken!
Few trends have
gained the kind of traction
Find out more about Rex’s Chicken at (918) 850-6762 or rexschickenfranchise.com.
US MEAT CONSUMPTION, POUNDS PER PERSON
Source: Earth Policy Institute
Credit: Angela Wong/NPR
19301909 1950 1970 1990 2012
20
0
40
60
80
100
Turkey
Chicken
Pork
Beef
3. The fast casual concept emerged more than two decades ago. In
addressing two uniquely American traits — our need to eat on the
run (Americans are busy people!) and the growing consumer demand
for healthier dining options — fast casual quickly caught on and has
gained in popularity every year. Today the concept is still smaller than
either fast food or casual dining segments, and yet fast casual has
proven it will be a force for years to come.
The reasons for the growth are inarguable. Rarely a week goes by
that a food safety story doesn’t appear in the news. As a result,
consumers are more attuned than ever to issues of food quality and
preparation, which has put traditional fast food restaurants under
closer scrutiny. Add to that the consistent findings from study after
study that suggest many fast food menus may have negative effects
on human health. More than ever before, consumers are paying
attention to food freshness, quality and preparation.
Interestingly, those very same consumers have demonstrated no interest in allowing meal time to
slow them down. We remain an on-the-go society, and we expect to eat on the run. Fast choices
that can be grabbed during a short lunch break and on the way home from work to feed the family
remain paramount. Enter the fast casual concept that satisfies our demand for higher quality food
that is served fast and on our terms.
Those terms include the options of ordering to go or to sit down in a nicely appointed
dining room and use real plates and cutlery. Typically a fast casual restaurant does not
offer full table service. Diners order at the counter and can often see their food being
prepared. They get the casual dining experience with the speed of fast food and have
shown little resistance to paying more for the experience.
Fast casual–the outlook
is bright and getting brighter
FAST
CASUAL
2014
SALES
ROSE
10.5%
FAST FOOD
CHAINS
2014
SALES
ROSE
6.1%
Find out more about Rex’s Chicken at (918) 850-6762 or rexschickenfranchise.com.
4. While America still loves its steaks and
hamburgers, recent statistics show a surprising
shift in consumer tastes and attitudes. Chicken
consumption in the U.S. has, for the first time in
a century, surpassed beef consumption. It appears
we have entered the golden age of poultry.
In examining the factors behind this change
in behavior, cost is a primary consideration.
The USDA reports that beef prices rose more
than 50% between 2002 and 2012. Those
rising trends continued in 2013 and 2014.
As a result, many fast food restaurants have
made a concerted effort to promote their
chicken products to reduce their overall costs.
These promotions and the attendant barrage
of advertising likely have affected consumer
demand for more chicken.
But Americans have been getting the message
to switch to chicken in other ways. Study after
study has built the case for chicken as a
healthier alternative to beef. No less an authority
than the American Heart
Association has said that
chicken is better for our
hearts and that eating
chicken — with its lower
cholesterol and saturated fats — can reduce
the chances of cardiovascular disease. Our
desire for healthier dining choices appears to
be a trend without end.
Where’s the beef?
Chicken’sthe new No.1
Over the past 100 years:
Per capita chicken consumption has
risen over 40 lbs.
Per capita beef consumption has
fallen over 20 lbs.
Find out more about Rex’s Chicken at (918) 850-6762 or rexschickenfranchise.com.
5. Recently, Muscogee
Nation Business
Enterprise (MNBE) was presented an opportunity
to be a Rex’s Chicken master franchisee for 36
states in the U.S. The MNBE, whose success
has been built on a disciplined investment
approach, is interested only in those
opportunities that build financial security, create
jobs and diversification outside of casinos and
smoke shops and, most importantly, offer
a prosperous and sustainable future for
generations to come. The deeper MNBE
The brand, all of its proprietary recipes
and menu items, marketing, training and
support systems, as well as access to the
experienced and innovative franchisors
who own the Rex’s Chicken brand, are
available to MNBE.
Now that chicken has become the No.1
choice for consumers, the Rex’s Chicken
offering of perfectly seasoned, crispy,
boneless chicken, savory fry bread and
honey sides is tailor-made for today’s
consumer tastes.
Offering high-quality items served in an
upscale setting with high-touch service at
prices between fast food and casual
dining, Rex’s Chicken meets the winning
fast casual formula; and it’s especially
popular in casino and resort settings.
A simple menu that’s easy for employees
to learn and master, a proven step-by-step
system of training and unwavering support
from a team of experts make Rex’s Chicken
the ideal franchise model, even for those
without restaurant experience.
A familiar brand with a cult-like
following whose absence has created
pent-up demand for their popular offering.
The return of Rex’s Chicken is itself
big news that will generate substantial
free publicity.
The timely return of a
cult classic–Rex’s Chicken
In 1951,diners were flocking to a Tulsa
gas station for its incredible, crispy, bite-sized
boneless chicken and fabulous fry bread.
Decades of growth turned Rex’s Chicken into
a household name with dozens of stores in the
Midwest. Unfortunately, the founder’s death
lead to the brand’s demise. But the memory
of and devotion to Rex’s Chicken lingers
for millions.
MNBE
examined Rex’s Chicken, the more appealing
the opportunity became. All the ingredients
for successful franchising are there:
Find out more about Rex’s Chicken at (918) 850-6762 or rexschickenfranchise.com.
6. “If you’re looking for a way to exercise your
pioneer spirit and impact a brand’s direction while
also reaping the benefit of corporate systems and
support, then there’s an emerging brand looking
for you to help it be the next big thing.
”— Entrepreneur
Once a franchise brand becomes established, the corporate office
has very little interest in deviating from their program. That’s not
to say corporate is uninterested in what franchisees think. It’s more
a matter of scale. Think of it like a jet ski versus an ocean liner. The
bigger the organization, the more effort it takes to change direction.
Flexibility and opportunity for growth are especially true in the case
of Rex’s Chicken today. Territories are wide open for the franchisee
coming aboard on the ground floor, plus there’s the ability to
influence the brand’s direction and develop lasting relationships
with company executives.
Imagine being one of
the early owners of a
McDonald’s franchise
or, more recently, a Five
Guys or a Shake Shack
franchise. Getting in
early before a franchise
goes big can offer
head-spinning returns.
But there’s more than
money at stake for the
early adopters. There’s
the chance to play a key
role in how the young
franchise develops.
Early birds capture the biggest
rewards from Rex’s Chicken.
Find out more about Rex’s Chicken at (918) 850-6762 or rexschickenfranchise.com.
7. A popular brand returns to a
market eager for its products.
“Luck is what happens when
preparation meets opportunity.
”— Seneca, Roman philosopher
America’s growing preference for fresher,
higher-quality dining options and the rapid
expansion of the fast casual segment align
perfectly with the Rex’s Chicken offering.
Couple that with the brand’s proven training,
dedicated support systems and cult-like
following, and Rex’s Chicken has all the
ingredients of a solid franchise investment.
To explore this opportunity further, call
David at (918) 850-6762 or visit
rexschickenfranchise.com.
