The new small formats known as ‘Reggies’, are named after the brand’s rooster mascot and are the next step to transforming the iconic Aussie brand. Spearheading the new brand direction is CEO Chris Green:
“We launched Red Rooster Delivery and our own online platform last year which was a vital move to ensure our brand stayed relevant in an era of technology and convenience. The next step-change is ‘Project Reggie’, with the aim to open twelve shopfronts in 2017, the smaller footprint of Reggie will enable us to secure more urban, main street sites. We see these business changes as an integral part of the transformation of Red Rooster and pivotal in our goal to make our delicious roast chicken even more accessible for more Australians.”
The design of each Reggie store focuses on interiors that offer the warmth and authenticity of a dine-in restaurant.