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Chester’s Chicken launches store redesign in 3 new premises

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Photo courtesy of Chester’s Chicken

BIRMINGHAM, Ala. Chester’s Chicken Fresh Fried Chicken Concept, with over 1,300 locations and in business for over 50 years, introduces its first store redesign in nearly 20 years at three new locations in Love’s Travel Stops & Country Stores: Durant, Oklahoma (photo); Monroe, Louisiana; and Elk Grove Village, Illinois.

The new look includes a fresh color palette, updated menu boards, and modern architectural and interior branding elements designed to create a better connection with the customer, the company said.

The new in-store experience is the next phase in the Chester brand refresh, following the 2020 launch of the company’s new website with an improved library of marketing and training tools for franchisees, as well as a new streamlined logo that focuses on the Chester the Chicken Mascot, the company said. Also in the past year, Chester’s introduced brand new packaging and overhauled the design of its digital menu board.

“We are on top of fried chicken and continue to expand our offering with trendy, limited-time offers and permanent items like our Fried Chicken Sandwich and Chicken Bites, but it was time to take our store’s aesthetic to the next level. same level as our delicious family recipes, ”said William Culpepper, vice president of marketing. “We enhance the overall experience of fried chicken fans and put the spotlight on the show, our product, in the spotlight with our refreshed design. “

Chester’s partnered with award-winning brand experience and architectural firm Nelson Worldwide to bring the updated vision to life.

“Our intention with this vision was to amplify Chester’s beloved brand and leverage a much bolder, modern expression, as well as play the notion of everything fried to perfection.without any excuse, ”said Aaron Ruef, account manager for Nelson Worldwide, Minneapolis.

Joe Cotton, Vice President of Food Services for Love’s, added, “Love’s is proud to partner with a company that puts its customers at the forefront of everything it does, including providing fresh food options. and tasty with solid experience. We’re excited to play an important role in the redesign of Chester and know our customers will love it too.

The new Durant store opened on August 2; Monroe and Elk Grove Village locations open August 23. Chester’s is gradually rolling out the design with franchisees and plans to open five additional updated locations at Love’s by the end of 2021.

Chester’s Chicken, based in Birmingham, Alabama, offers fried chicken in convenience stores, truck stops and supermarkets. Chester Marinated Chicken is double breaded according to an old family recipe. Chester’s menu includes bone-in chicken, tenderloins, bites, sandwiches and potato wedges as well as breakfast, house sides, dips and desserts.

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