Barbara Blackwell with Chicken Salad Chick

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Lee Kantor: Lee Kantor here, another episode of Franchise Marketing Radio, and this is going to be a good one to have with us, Barbara Blackwell with Chicken Salad Chick. Welcome, Barbara.

Barbara Blackwell: Thank you so much, Lee. I’m so excited to be here.

Lee Kantor: Well, before we get too far into things, tell us about chicken salad chick.

Barbara Blackwell: Well, so chicken salad chicks started with our founder, Stacey Brown, when she was on a quest to find the perfect chicken salad, when she quickly realized that the perfect chicken salad was different for everyone. So in her kitchen, she went to work creating recipes for 12 different flavors. This turned into a home based business which soon became so popular that she could no longer operated out of her home. And this led to our first restaurant in Auburn, Alabama. And today we have one hundred and ninety three restaurants in 17 states.

Lee Kantor: So when she initially came up with the concept, it wasn’t to build a franchise or empire. It was, hey, I got this cool idea. Let me experiment, let me play around. And then it just kind of organically grew there in Alabama.

Barbara Blackwell: Yes, absolutely. So she was really just looking for the perfect chicken salad and she couldn’t find it. So she started with a couple of recipes and she tested it out with friends, family and neighbors. And then, you know, she would test out with their friend and they say, well, why don’t you add some grapes? Because I kind of like grapes and maybe some nuts in my chicken salad. And then she tried that with a relative and they’d say, well, I don’t really like fruity nutty. I kind of like spicy. How about some halal pinos? So it really started to evolve from there. And that’s when, like I said, she realized that the perfect chicken salad was different for everyone. And she started with 12 original recipes and that really came from family and friends. So there is a personal connection.

Lee Kantor: So then what was the impetus to say, you know what, this can be a franchise.

Barbara Blackwell: Well, so when she opened up the first restaurant and Allburn. It was it was a take out business unit, she ran out of over 40 pounds of chicken salad in one hour. And then every day she would make more chicken salad and she continued to run out. So she looked at her business partner, she says, I think we really have something here. And it became so popular in the community that they really thought they had something that could really be franchised and scalable.

Lee Kantor: So after that first store, then they went on the path to franchise.

Barbara Blackwell: Well, yes, so they went to find some franchise partners that can help them seed, see the seed, the business so that they could then begin to grow and franchise the business.

Lee Kantor: And then from that standpoint, it becomes a different business. Right. Like at one point you’re selling chicken salad and the next thing you’re selling chicken salad franchises.

Barbara Blackwell: Well, yeah. Yeah, no, absolutely.

Lee Kantor: So how did she handle that kind of transition?

Barbara Blackwell: Well, because it was important for us to maintain the made from scratch element, because we make our chicken every day by hand from scratch. The important piece there was to make sure that we didn’t lose that. So a lot was put into how do we scale the recipe among the 12 flavors so that we can maintain that flavor profile. And the other piece was, how do we maintain this Southern hospitality feel that was part of the first restaurant. So those were definitely some of the components that were factored in to the expansion.

Lee Kantor: Now, having expanded already, you know, close to two hundred locations, is it are you as ideal franchisee? Is it that person with a dream of I want to have my own chicken salad restaurant or is this a complementary brand in someone’s portfolio?

Barbara Blackwell: Yeah, so it’s a little bit of both. And we have some very unique franchise owners in that many have not even been in the restaurant business before. We have several owners that are husband and wife owners. We have owners that the entire family is getting into the business. And then we have those traditional owners where they have other restaurant concepts in their portfolio.

Lee Kantor: So now, from your standpoint, you don’t care which direction they come from or you’re looking for more of one over the other.

Barbara Blackwell: Well, now, I mean, we’re looking for someone that wants to get into the restaurant business but really is getting into it because they really enjoy serving others. They love the Southern hospitality. They obviously love this story, the genesis for the brand, and they want to be a part of that. The other piece is that we’re we’re very involved in our communities. So those people that come on board as franchisees are oftentimes well known in their communities because they’re serving their communities and other capacities.

Lee Kantor: So now your role with the organization is the director of catering. How does catering come into play for individual franchisees?

Barbara Blackwell: Yeah, so catering is the perfect complement for our brand, and so we’ve been able to scale and grow the program by building a solid infrastructure that makes it very easy for our owner operators to execute this off premise opportunity.

Lee Kantor: So your job is to do what, then invent kind of clever ways for them to penetrate the local market with catering options, or are you helping them actually build these relationships locally?

Barbara Blackwell: Yeah, so I’m I’m pretty much involved in the entire process from a scalable standpoint, so I help you develop the menu, develop the technology and under other vendor partners that we need to be able to help our owner operators execute at the store level, building a website that offers ease of ordering for our customers. I also work with our marketing team to develop social media, digital and sales tactics for our owner operators to be able to create awareness trial of catering in their communities. And we like the high touch. So oftentimes we’re out with samples visiting local businesses in order to generate trial.

Lee Kantor: Now for like what’s kind of the best case scenario in terms of the percentage of their revenue coming from catering, is that a large percentage of overall revenue?

Barbara Blackwell: Well, right now, I would not say it’s a large percentage of our primary business is our dynan business, our catering business is secondary to that. But certainly we’re building that that business as a percent of sales

Lee Kantor: Because that’s a great way for them to enhance their sales and kind of minimally disrupting their day to day operations right

Barbara Blackwell: Now. Absolutely. Catering is one of the best ways to drive incremental sales because you’re using your existing staff where you’re utilizing the existing food products that we have. Our chicken salad travels very well. So it’s it’s ideal for catering. Our menu appeals to both folks looking to plan social events as well as corporate business meetings.

Lee Kantor: So it doesn’t have to be a kind of a business lunch. It could be, you know, like a shower, wedding shower or something.

Barbara Blackwell: Oh, absolutely. You know, every week where we’re catering baby showers and wedding showers and then throughout the week, we’re working with corporate businesses. We’re working with churches and medical centers, you name it, we are catering is ideal for every business segment.

Lee Kantor: So now you mentioned the original 12 flavors. How often do the flavors get kind of refreshed or do those 12 stay the same and then you kind of cycle in seasonal flavors or maybe regional or local flavors?

Barbara Blackwell: Yeah. So the original 12 flavors are constant to our menu. But what we do is we offer Aalto flavors throughout the year. So about four times a year we’re going to introduce a limited time only flavor. And so that introduces new product news. Now, while a lot of our guests, they select their favorite, there are opportunities to try something new.

Lee Kantor: Is there a new one going on now?

Barbara Blackwell: Yes, our Pams Parmesan Caesar is in stores now. So certainly you want to try it. It is absolutely delicious.

Lee Kantor: And then you’re that’s something you’re constantly year round working on and then you’re just rolling them out once you’ve got it all figured out quarterly.

Barbara Blackwell: Yeah, so, I mean, while the recipe is certainly important, we like the personal connection, so Pam’s farmers are on. Cesar is actually named after a team member that work with us. And unfortunately, she lost her battle with cancer. So you’ll find with every flavor there is a personal connection similar to the 12 that’s similar to the original 12 flavors that were connected to Stacey, whether they were friends or relatives. So that’s part of what you’ll always see.

Lee Kantor: So now what is when you have somebody in the market? What are some of the things they’re doing to kind of immerse themselves in that local market to really serve their clients?

Barbara Blackwell: Yeah, no, thank you for that question. So each and every market is different, so our local owner operators connect with the local charities and community efforts that resonate with their their guests. And so typically, when we have a grand opening, we’re going to collect funds to support the local food bank or support cancer research. So it really is predicated on the on the community. So oftentimes our owners will select that partnership.

Lee Kantor: And then so that you give them some autonomy and what you’re the the nonprofits that are kind of aligned with them and and in line with you so that it becomes personal.

Barbara Blackwell: Absolutely. Absolutely.

Lee Kantor: So now are your franchisees, are they primarily women or are they both genders? Like what is the typical profile of that franchisee look like?

Barbara Blackwell: Yeah, they are. They are absolutely both genders. Like I said earlier, we do have several husband and wife owners. So yes, it is both genders.

Lee Kantor: So it could be like a family or like maybe a parent and a child can say, hey, let’s do this so we can really work together, because it sounds like the whole vibe is very family oriented. And you want to create that kind of comfortable space where people it kind of it’s almost nostalgic in some ways.

Barbara Blackwell: Now you’re. No, you’re absolutely you’re absolutely right. I just met a a family. It was it’s a dad. It’s a daughter and it’s a son. And they’re going to be opening up a chicken salad chick here in the next month or so. So. So you’re absolutely right.

Lee Kantor: So now do you have any advice for young women like that, want to maybe pursue this as a career or just kind of maybe share a little bit about your story, about how you’ve been able to kind of achieve so much in your career now?

Barbara Blackwell: Thank you. So so my entire career has been in the restaurant industry. I’ve worked in operations, marketing and catering sales across several business segments from fast food to fine dining. And over the last several years, I find that I keep coming back to the restaurant catering space just because I enjoy it so much. And so with that said, what I would say is do something that you enjoy, because if you enjoy it, you will excel. And when you excel at something over a course of several years, you will become an expert. And once you become an expert, you’ve built intellectual capital that companies will find valuable. I would also say that you want to work, learn and have fun. I’ve been doing this for many years and I’m still learning, but I’m having fun at the same time. And then finally, you probably heard this before, but network, network, network, I’ve been able to build some really awesome relationships with industry peers. And that’s been extremely helpful, because when I’m dealing with a certain situation, looking for solutions, I can reach out to one of my industry peers for some feedback. Also, when you network job opportunities and again you’ve become an expert, job opportunities come looking for you. And so that’s a great place to be. And then finally, I would say find a professional mentor. I’ve had a professional mentor throughout my career.

Lee Kantor: Now, in terms of chicken salad chick, what is the growth plans coming up? Are you bullish, you know, as we come out of this pandemic or things break in your way?

Barbara Blackwell: Yeah, we’re actually opening up new store next next week and Slidell, Louisiana, and we have some other upcoming grand openings and Hopkinsville, Kentucky. So we are planning to end the year with over two hundred stores. We have several stores slated for opening next year. And our long term expansion plan is to have 500 stores by twenty twenty five.

Lee Kantor: And then you’re building kind of from the southeast outward.

Barbara Blackwell: Well, yeah, so we’re currently our stores are located in the southern border up around the south east, and then if you come in, we’re over to Ohio and down to Texas. So that’s our existing territory. We’re building out and some of those areas and then we’re going to continue to expand.

Lee Kantor: Well, Barbara, thank you so much for sharing your story today. It’s an amazing journey that you’ve been on and the impact that you’re having on folks is real. Thank you for that. Thank you. Now, if somebody wants to learn more about chicken salad, check whether the restaurant or the franchise opportunity is their website.

Barbara Blackwell: Absolutely. Please visit us at chicken salad, check dot com to view our restaurant and catering menus and to find a restaurant near you and find out more about our franchise opportunities.

Lee Kantor: Good stuff. Well, thank you again, Barbara, for sharing your story. Thank you. All right, this is Lee Kantor, we’ll see our next time, our Franchise Marketing Radio.