Big Chicken already has 40-plus locations open and more than 350 in development! The projected nationwide expansion is estimated at 272 restaurants by 2029. Yet, there are issues associated with Shaquille O’Neal’s brand. No doubt, they are on an upward trend in terms of opening at more locations. Multiple investments in the company also signify a real interest in the brand’s success. But on the ground level, certain issues need addressing.

Some of the locations closed within a year. Some closed and opened their own fast-food chain, citing to build their “in house” brand. After the recent partnership news with Craveworthy Brands, which is a complex deal on paper. Let’s break it down and the potential crisis of the NBA icon’s brand.

Is Shaquille O’Neal’s family brand in real trouble?

Based on mother Lucille’s recipes, the 4x NBA champion launched the brand in 2018. Family meals formed a significant part of Shaq’s memories, which are reflected in the Big Chicken idea and menu. With the help of JRS Hospitality, Diesel launched his first Big Chicken outlet in Las Vegas. Now, in 2025, Craveworthy has signed a deal where they will be the managing partner, investor, and stakeholder of Big Chicken.

“Current and only CEO Josh Halpern will continue overseeing the Brand, working alongside Craveworthy Brands CEO and Founder Gregg Majewski to drive growth at Big Chicken and across the broader Craveworthy portfolio.” The statement from the brand revealed its future plans. But this deal with Shaquille O’Neal only showcased the potential issue that the brand might not reveal.

“Word on the street @BigChickenShaq has been sold for almost nothing to @CraveworthyUS . Big Chicken been hurting for months. Hearing AUVs are only $800k. Vegas stores never busy. @SHAQ & agent Perry want to unload mess per sources.”

The reasoning for this could be traced back to the company’s franchise fee and its operation cost. As per multiple reports, opening a single Big Chicken franchise can cost around $680,000 to $1.5 million, including the $40,000 franchise fee. In November of last year, the Big Chicken Shaq at Westheimer & Gessner in Houston closed a full-size 3.800 sq. ft. restaurant.

This particular location was the third in Houston and only opened in July of 2024. In fact, Shaquille O’Neal was present at the grand opening, which obviously drew large crowds. It seems the crowd was not interested in Big Chicken as within months it had to be closed.

Similar closure issues may have caused ‘The Big Aristotle’ to take key action

Before the start of the year, Diesel and its fast food chain secured $10 million in a seed round at a $37.5 million valuation. Darren Marble, CEO of CrowdfundX, a marketing firm, helped in securing the investment. Further, he touted the $750,000 allocation to drive interest in the SPV. Despite the funding, it seems the recent deal with Craveworthy was done to solve the previous problems.

The first setback to Big Chicken came in August 2024. The three Arkansas stores in Fayetteville and Springdale, owned by the same franchisee, underwent a rebranding. Amy and Chris McMillan, with their restaurant group, ended their partnership with Big Chicken within eight months and opened their chicken concept in the same locations. They changed their focus on building their “in house” brand. Similar closures continued in various areas.

At the end of November, Valencia, Santa Clarita, California residents noticed the local Big Chicken was un-operational. No information from the Shaquille O’Neal brand was provided apart from a sign ‘Closed Until Further Notice’. There were also reports that there weren’t any renovation plans underway or other reasons for the outlet to shut down.

This particular store opened in 2022, and the Big Diesel made multiple appearances, including in 2023. Some neighborhood groups heard rumors about the store being operational again from the end of December. They even went ahead to check it out on New Year’s Eve but left disappointed. They further got to know that the shop was still closed indefinitely.

Meanwhile, the brand is leveraging on Shaquille O’Neal and opening partnerships abroad as well. The first international Big Chicken store opened in Manchester, England, in May 2024. Plus, plans are in motion for another one coming in Barbados. CEO Halpern also hinted at an opening in Canada soon, plus they’ve also confirmed a 30-unit deal in Central America with units in development in Honduras.

So, to manage the operations better, they have added a partner to streamline and cut back on closing outlets. The Lakers legend would be hoping for no more setbacks as the new year with a new partnership with Craveworthy Brands is in motion.