“I got all this from Magic Johnson… I just took his blueprint and ‘Shaqtified’ it, and here we are.” Shaquille O’Neal has always credited Magic Johnson for teaching him early about investments. That’s why he currently is worth 500 million dollars, and why did he listen to Magic? Because the Lakers legend has double the net worth of $1.2 Billion.

Just like Magic, Shaq has multiple businesses, which include restaurant franchises, fitness gyms, and car washes. Not to forget his brand of apparel alongside Reebok. But one of them was “personal” and even rejected other big offers in order to work on the project. The business was Big Chicken, which he started in 2018.

Shaquille O’Neal details his strategy for a successful business

Entering the crowded market was a big deal, but the 4x NBA Champion relied on social media. With the help of his 35 million Instagram followers, he might not necessarily need another platform. Plus, since he is already famous for witty advertisements, the job of connecting with people becomes easier.

“Sixty percent of my posts are to make you laugh, 30% to inspire you and 10% to show what I’m involved in.” Shaquille O’Neal spoke with Entrepreneur.com. Currently, it has more than 350 locations and a presence across 19 states. Additionally, the brand can be found on carnival cruise ships, arenas, airports and stadium venues.

The business came to fruition in 2018, with the help of Las Vegas-based ownership group, JRS Hospitality. But the personal thing about the fast-casual restaurant is that the chicken is Shaquille O’Neal’s home-cooked childhood favorite. Plus, the name of each menu item also has significance to the 52-year-old. For example, there is ‘Charles Barkley’, the sandwich named after Shaq’s best friend and TNT analyst.

Also, there is one spicy Nashville hot chicken sandwich named ‘Uncle Jerome’. The 3x Finals MVP named it after his friend and longtime bodyguard, Jerome Crawford. Not to forget the signature Shaq sandwiches based on his nicknames. The Big Aristotle, Shaq Fu, Shaq Daddy, the Big Cactus, and the Big Shamrock. Indeed, a family business at best!

Shaquille O’Neal’s Parents’ involvement in making Big Chicken a Success

The 7 ft phenom knew his mother would be a key contributor, since it was her recipe. “So, we brought her [Lucille O’Neal] down, and she worked with the executive chefs on how the macaroni should taste, how the chicken should be battered, and everybody was receptive to that.” Shaquille spoke to Entrepreneur.com.

Plus, with the help of the teachings of Father Sargent Phillip A. Harrison, O’Neal knew not to give up on his dreams. “When you’re raised by a drill sergeant and raised by discipline, you always go with the flow, and you always attack your dreams.” Knowing the challenges of the business, he used the power of social media and word of mouth. So that’s why Shaquille O’Neal creates funny, engaging content.

“I want to laugh because when you laugh, it releases those endorphins in the face and helps you relieve stress.” So there is also logic behind his content. “I understand that, I realize that. I want to make people laugh.” With the help of his parents and learnings from Magic Johnson, Shaq has established himself truly as a business mogul. But the businessman who also strongly believes in his roots.