Former NBA stars continue to add more chapters to their legacy in different ways. Amongst them is Los Angeles Lakers legend Shaquille O’Neal, who has made use of his talents to venture into the world of fast food. Combining his big foodie interest with his entrepreneurial spirit, Shaq has gotten himself involved with various established chains like Papa John’s and Five Guys in the past. Nothing, however, could come close to the crown jewel of Shaq’s empire than his very own franchise: Big Chicken.

Having been a part of the industry for over five years now, Big Chicken carries the reputation of being another go-to place for fast food enthusiasts. Keeping the above thought in mind, the following article will take a glimpse into what makes Shaq’s Big Chicken stand out from all the other major fast-food chains.

Big Chicken places customers in the big shoes of Shaquille O’Neal

Shaquille O’Neal’s ‘Big Chicken’ franchise was created back in 2018 after Big Aristotle teamed up with JRS Hospitality and Authentic Brands Group to create something new and unique. While the concept of a fast-food restaurant is something that has existed for decades, the ‘Big Chicken’ franchise is known for bringing an idea to the table that has not been explored by many. The idea of ‘personal touch’.

The ‘Big Chicken’ restaurants are known for serving the same food that was the former Los Angeles Lakers star’s “home-cooked childhood favorites”. A customer visiting the restaurant will find that the portions are something that also align with the desired appetite of the 4x NBA champion. From Louisiana-style fried chicken sandwiches and Steak Fries to cookies that are as big as basketballs, each meal helps to enlighten the customers on what the mouth-watering meals prepared by Shaq’s mother used to be like.

Combining the former player’s favorite childhood delicacies with today’s flavors is not the only special thing about these meals. From “Lucille’s Mac and Cheese” to “Uncle Jerome’s Hot Chicken”, many of the food items are named after a special individual who has been associated with Shaq’s life at some point in time. For any NBA enthusiast visiting the store, the go-to meal would probably be the “Charles Barkley Sandwich”, as it helps to serve as a reminder of the special bond that the two former NBA stars share with each other.

Shaq’s ‘Big Chicken’ is the perfect blend of quality, quantity and affordability

While marking its presence amongst some well-known competitors like McDonald’s and Taco Bell, the franchise wanted to build a system that would help to establish its uniqueness. According to an article by QSR, Shaquille O’Neal enlisted the help of Matthew Silverman and Matthew Piekarski, two “world-class chefs”. They helped in designing the entire menu.

The chefs took almost six months just to get the breading right. The team made use of more than 50 gallons of milkshake mix before finding the right vanilla blend for their beverages. Even today, restaurants do not get involved in any cost-cutting initiatives when it comes to ingredients. In a time where fast-food restaurants are allegedly known for mass production with low-quality ingredients, Shaq’s Big Chicken is bent on taking a different approach.

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A single meal over at Big Chicken’s would usually cost the customer an average of $10. From an outside glimpse, people may find the prices for the meals to be a bit expensive. What they would be forgetting, however, is that they would reportedly find the same price at other fast-food joints as well. Furthermore, just for a few more dollars, people can experience larger courses than what they would find at Big Chicken’s competitors. By this logic, people can experience quality fast cuisines at a lower price. This gives the franchise an edge over the others.

Big Chicken has unique marketability methods thanks to Shaquille O’Neal

Big Chicken certainly has ways of attracting people to its restaurants. Along with aligning itself with Shaq’s name, the franchise makes use of some unique marketing approaches. When launching a new restaurant in Louisiana, the management made use of a ‘laser projection’ show that highlighted the emblem of the restaurant in the night sky.

Big Chicken is looking to ensure that Shaq’s name is not the only driving force in bringing customers to its restaurants. “We live by the ethos of people are going to come for the first time because of Shaquille, but they’re not going to keep coming back because of him,” said Big Chicken CEO Josh Halpern. “We need to have such a high quality that you’re proud to walk into Shaquille’s place.”

Aligning itself with Shaquille O’Neal’s history with philanthropy, Big Chicken places a strong emphasis on community engagement and giving back. The restaurant is known for sponsoring various community initiatives and supporting charitable causes. They publicly share this information through their official website. This community-centric approach helps to build a sense of belonging and goodwill among customers, creating a unique and positive dining experience.

The Final Verdict

Shaq’s Big Chicken is an example of what a genuine passion for food, combined with a celebrity influence, can create. Shaquille O’Neal’s larger-than-life presence is not the only contributing factor to its unique success. It’s their commitment to providing quality food at an affordable price, strategic marketing moves, and community engagement.

As ‘Big Chicken’ continues to add more and more locations throughout America, everyone will get the opportunity to experience for themselves why the franchise stands out. To see that it’s not just a fast-food restaurant. It is a unique and exciting addition to the culinary landscape.

Editorial Disclaimer: The views expressed are those of the author and do not necessarily reflect the views of EssentiallySports.

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