Gruden is proud to have partnered with Red Rooster providing the power behind their new home delivery service through our mobileDEN. platform. In a recent news.com.au article Red Rooster says home delivery a ‘silver bullet’ , Red Rooster CEO Chris Green explains this financial year the brand has experienced the strongest growth its had in a long time enabling them to outpace the industry, and it’s not stopping there. They have major plans to expand further into NSW and Victoria with new smaller format stores, in built-up areas, that will rely more on delivery.
The transformation of the brand began when Green joined the business two years ago with the refurbishment of ageing restaurants, new signage and menu changes, along with the home delivery service and a 400-strong fleet of Red Rooster branded delivery cars. Expanding into the home delivery market has refreshed the image of the brand, enticing those customers who may have eaten it long ago and introducing it to new customers that never really considered it as an option before.
The article states:
Delivery, Green said, has been the key to Red Rooster’s new-found success. Launched two years ago in Sydney’s Baulkham Hills, delivery has expanded to 240 stores and now accounts for 10 to 30 per cent of sales, the majority of which has been incremental growth.
“We refer to it as the ‘silver bullet’ internally, it’s massive,” Mr Green said.
He said while Domino’s had dominated the delivery market, “Woolworths and Coles don’t deliver roast chickens, so there’s sort of a hole in the market”.
There are currently 360 stores and the company plans to open 15-20 new stores every year until 2020. Home delivery will play an integral part in enabling Red Rooster to penetrate inner city areas not accessible before due to lack of prime real estate.