EXCLUSIVE: How AJs Piri Piri is Set to Change the QSR Franchise Market
Following the recent announcement by the owners of Southern Fried Chicken that they were launching a new chain of chicken restaurants known as AJ’s Piri Piri, we went to find out more about the new offering and why it’s set to shake up the UK’s food franchise market.
Initially aimed at the UK marketplace, AJ’s Piri Piri is a new offering which the company believes will particularly attract existing QSR owners.
According to Chris Gibson, President of AJ’s Piri Piri’s parent company FFS Brands, AJ’s represents a completely different style of franchise model, available to existing independent takeaway owners looking for a new brand and a fresh offering. Key to this proposition is the affordable price tag for potential franchisees.
Where traditional QSR franchises can require a hefty capital outlay, and face added difficulties in finding both affordable and suitable locations, AJ’s have sought to mitigate both these risks by offering their concept to existing QSR owners for use in their existing premises. As a consequence, an AJ’s brand refresh could mean an investment of as little as £5,000 including training fees. Given this relatively small outlay, the potential for growth of the brand is huge.
AJ’s is also expected to appeal to those looking to develop a new site at a more accessible level than the larger and more established Southern Fried Chicken brand.
“Over 90% of the enquiries that FFS Brands receive come from fast food operators searching for a new look but without high capital investment,” Chris Gibson explains. “Therefore, we decided to offer investors a new way to join us and benefit from systems that have worked for hundreds of others all over the globe.
AJ’s offers a fresh new style Quick Service Restaurant with bright, bold graphics and a menu of spicy chicken dishes, which have already proved a huge success on mini menus in Southern Fried Chicken outlets. The package comes with an option to use existing equipment to complement the core equipment needed to deliver the quality food AJ’s Piri Piri offer. The model is geared for rapid return on investment and sustainable, long-term profitability.”
As testament to the level of interest in the marketplace for this type of product, in the six weeks since AJ’s opened itself up for franchising opportunities, four outlets have already signed up to open a store.
In recent years the fast food market worldwide has experienced rapid growth with more consumer spend on quick service catering than ever before, but also a rising demand for healthier food options. This is the secret of Southern Fried Chicken’s success, says Gibson.
“The roll out internationally of Southern Fried Chicken and the launch of AJ’s Piri Piri is absolutely spot-on for investors looking to embark on a new venture, with a well-established and proven brand, with the support of a highly experienced management team.
“We’re confident that AJ’s Piri Piri will take off in a big way,” he concludes. “Although we are rolling the brand out in the UK initially, subsequently we have ambitious plans to grow the network internationally, as we have done with the Southern Fried Chicken brand. The mini menu in our Southern Fried Chicken restaurants has already contributed to a 20% increase in sales for many of our restaurants, and with a dedicated brand targeted at traditional takeaway locations, we look forward to an explosion of AJ’s sites across the UK.”
