After many years concentrating on the international market, I had decided to bring everything I had learnt from international franchising to the southern fried chicken licenses in the UK. When I was approached by the makers of the program it seems the ideal opportunity. Also, going undercover meant that I could see firsthand how the brand was being operated, how the licensees where using the brand and who were my customers. I would see how the brand was perceived honestly going undercover. If I approached the licensee’s direct, they would show me a different image, what they wanted me to see and not the actual image which I gained from doing the show.

 

I knew that the brand in the UK was dated and there were some issues with hygiene and method of preparation however the show highlighted how I had neglected the market and how the licensee needed urgent assistance to improve. Also many of the shops who were granted licenses had subsequently changed hands and the new owners had not been shown the correct method. The brand was not being portrayed at its best.

 

Some of the licensees were not following the method and recipe which they would have been shown during the early days and some of the operators were not the original licensee and probably were not shown the correct procedure. These issues needed to be addressed urgently to limit further damage to the brand and the image of Southern Fried Chicken.

 

Since the program, we have designed some of the stores that were in the program showing the rebranded image and have started implementing the rebranding to bring these outlets up to date. We have also introduced a schedule to bring those outlets up to date with the processes and methods. Hygiene is very important in the schedule. This will set an example for other licensees that were not featured in the programme to make them want to upgrade to a better newer look brand of Southern Fried Chicken. With 200 licensees, we have our work cut out but we are enthusiastic and prepared.

 

They were surprised and this is highlighted in the programme. At the same time they understood that changes are needed urgently. They are also looking forward to the future with our schedule to bring them all up to date and to develop the brand. The can see the advantages of rebranding and retraining will only make them more prosperous.

 

The programme only represented some of the stores and not the global image. We actually have some new branded stores in existence who are complying with our methods and are doing very well. It did highlight what needs to be done to improve the market and the personal attention required to achieve the level and success which we are currently achieving in the international market.

 

We are confident with our branded products however the image does need attention as I have already mentioned. We do believe that our product is better than the others out there, of course when it is done properly. I believe that once we have carried out our schedule planned, our product will be the best and the brand will be strong again and could even become the market leader.

 

The programme was beneficial as it showed the level of improvement required to bring the product and hygiene back up to our approval. Once we have rebranded the existing stores and the operators are doing well, other will want to join and the franchises will multiply. I can only see success for all concerned and a glowing future for Southern Fried Chicken.

 

It was worthwhile and very interesting. It was definitely an eye opener. I met some great operators and I could see firs hand what I needed to do to help them succeed. If the opportunity arose again for me to make improvements to the brand, I would certainly consider doing something similar again. 

 

I will take some great memories, not least how to clean up after someone has sat bottom naked on the service counter ! I now know who my customers are and it was not what I perceived when I embarked on the filming. It really was a revelation. The personalities I met made a great impact on me. I now understand their struggle to survive with supporting many family members from their business. I was deeply humbled by that experience. What great characters they were.

 

We are currently developing a programme of rolling out 100 stores in the UK and Ireland. Included in this figure will also be company owned stores as well as franchised stores. We have already started rebranding of the existing stores, starting with the stores featured on the programme.

 

There will be 8 stores opening in the coming month raising brand awareness and our new style of Southern Fried Chicken. 

 

All our stores, new and old will be demonstrating why Southern Fried Chicken is the best – chicken freshly prepared with our great recipe in store. Not the rubbish we see on the market currently – processed mechanically and reconstituted chicken! This method is what sets us apart from others on the market and is what we will build on future on!