Big Chicken Creates Big Flavor

In a recent episode of the Prosper Forum podcast, Josh Halpern from Big Chicken and Hugh Roth from PepsiCo discussed their collaborative efforts to innovate in the fast-casual restaurant industry, with a particular focus on appealing to Gen Z consumers. The conversation highlighted the importance of understanding and catering to this demographic, which makes up over 70% of QSR restaurant workers and represents a significant portion of the consumer base.

Both companies emphasized the need for constant innovation and collaboration to stay relevant in the competitive food service market. Big Chicken, known for its association with basketball legend Shaquille O'Neal, is leveraging its partnership with PepsiCo to develop new menu items and experiences that resonate with younger consumers. The collaboration extends beyond just beverages, with PepsiCo's culinary team working closely with Big Chicken to create unique flavor combinations and menu innovations.

One of the key strategies discussed was the importance of digital engagement. PepsiCo has shifted its marketing budget significantly, now allocating 70% to digital investments. This shift reflects the changing media consumption habits of Gen Z consumers, who are more likely to engage with brands through digital platforms. Big Chicken is also exploring innovative ways to incorporate digital experiences into their restaurants, including plans to feature Shaquille O'Neal in their kiosk ordering system.

The conversation also touched on the changing preferences of Gen Z consumers, including their desire for zero-calorie options, spicier flavors, and more frequent snacking throughout the day rather than traditional meal times. Both companies are adapting their offerings to meet these evolving tastes, with PepsiCo developing new beverage options and Big Chicken focusing on menu innovations that combine existing ingredients in novel ways.

Sustainability and corporate responsibility were also highlighted as crucial factors for appealing to Gen Z consumers. PepsiCo emphasized that sustainability is not just a buzzword but a core business strategy, with initiatives ranging from responsible farming practices to reducing single-use plastics. This focus on sustainability aligns with the values of younger consumers who are increasingly conscious of the environmental impact of their purchasing decisions.

Looking to the future, both companies stressed the importance of continued innovation and adaptation. With chicken remaining a popular protein choice, Big Chicken is focused on finding new ways to present and flavor their products to keep up with changing consumer preferences. Meanwhile, PepsiCo is committed to driving growth through innovation, with new products and line extensions accounting for a significant portion of their business strategy.