Shaquille O'Neal's Big Chicken: A Restaurant Success Story

Shaquille O'Neal, the basketball legend, has taken his championship mentality and larger-than-life persona to the restaurant industry with his successful venture, Big Chicken.

• The fast-casual chicken concept reflects O'Neal's love for bold flavors and big portions.
• With over 350 locations in development across 19 states and two countries, Big Chicken is expanding rapidly.
• The restaurant can be found in arenas, airports, and stadium venues, making it accessible to a wide audience.

Family Roots & Popular Menu Items

Big Chicken stays true to its family roots, with O'Neal's mother, Lucille O'Neal, playing a key role in developing the menu.

• Lucille worked with executive chefs to ensure the macaroni and cheese, chicken batter, and other dishes met her standards.
• Lucille's Mac N' Cheese is now a popular menu item, alongside Big Chicken sandwiches, chicken "Dunks," ice cream, and more.

Creating a Championship Team

O'Neal views Big Chicken's success as more than just making money; it's about building a championship team that fosters community and creates memorable experiences.

• He believes in the power of discipline and attacking dreams with relentless passion.
• O'Neal emphasizes the importance of creating a winning team where everyone is dedicated to the success of the restaurant.

Marketing Strategy: Free Promotion and Social Media

O'Neal took a unique approach to marketing by building the brand in public.

• He leveraged his massive popularity and the power of free promotion through the Big Chicken Shaq Show on Facebook Watch and across his social media accounts.
• O'Neal demonstrates that a large budget isn't necessary to gain visibility; free social media accounts and grassroots marketing efforts can be highly effective.
• His philosophy emphasizes the importance of word-of-mouth marketing, showcasing how valuable it can be to a brand.

Connecting with the Audience

O'Neal's online audience engagement strategy reflects his overall ethos: to entertain, inspire, and inform.

• He uses his platforms to share funny content, motivational messages, and updates about his latest ventures.
• O'Neal's goal is to bring light into people's lives through food and entertainment.

Growth & Franchise Opportunities

O'Neal understands the importance of selflessness and teamwork, emphasizing that joining Big Chicken isn't just about opening a restaurant; it's about being part of a winning team to create something truly special.

• Big Chicken is owned by a trio of industry titans: O'Neal, Authentic Brands Group, and JRS Hospitality.
• O'Neal believes in the importance of collaboration and growth, inviting potential partners to join the team and help win championships.
• With its rapid expansion and dedicated team, Big Chicken is poised for continued success in the restaurant industry.