Innovation drives Kenny Rogers Roasters expansion for 2024

Kenny Rogers Roasters aims for robust growth in 2024, driven by the brand’s approach rooted in its “Innovation with a purpose” mantra.

 This strategy and recognition by notable award-giving bodies and top food aggregators in the industry aim to propel the roasted chicken restaurant chain forward for the coming year.

Renowned for its ‘deliciously healthy’ menu, the brand marked 2023 with trendsetting product launches and marketing campaigns that made waves and put Kenny Rogers Roasters on the map of the food industry.

The launch of its Truffle Collection’s roasted chicken drizzled with truffle oil turned into a street spectacle, with the brand’s partner Grab adorning its cars, motorcycles

, riders, and their jackets and helmets with gold.

The campaign won the Green Boomerang award from the IMMAP Boomerang Awards for Retail Media Network, which recognizes the excellence and effectiveness of the collaboration between Kenny Rogers Roasters and Grab by maximizing the use of its retail ecosystem beyond the digital space to deliver both online and offline.

In the recent edition of the 2023 Golden Grab Awards, Kenny Rogers received different recognitions, including two major Marketing awards, namely the Campaign of the Year and the Gold Ad Trendsetter award, beating the other quick-service restaurant giants.

Kenny Rogers Roasters also received the Fan Favorite for the second year in a row for the Roasted Chicken category. They won gold for the Combo Meal category.

 Prominent food aggregator Foodpanda named Kenny Rogers the Most Innovative Brand for 2023.

The awards reaffirm and solidify Kenny Rogers Roasters’s position as a trailblazer in the food industry.

Not surprisingly, the marketing campaign’s success impacted the company’s revenues, helping the restaurant drive 22% systemwide sales growth for 2023 versus 2022.

These recognitions and steady revenue growth give Kenny Rogers Roasters’ Marketing Director, Lorent Adrias, a confident outlook for 2024, attributing it to their 2023 wins and the brand’s strong commitment to an innovation-centric mindset. “This is at the heart of everything we do. We aim to remain proactive to our customers’ needs and wants while ensuring that every visit to our store is an exciting and enjoyable experience.”

Ranked number 1 in the Fast food/Restaurant category for Best Customer Service by Statista and a leading Philippine news publication, this well-deserved distinction is further backed up by multiple awards, beginning with the Marketing Excellence Award for Excellence in Brand Awareness where Kenny Rogers Roasters won gold for its Chimichurri campaign.

Leony Adrias received the highly coveted 2023 Mansmith Young Market Masters Award (YMMA), which recognizes the best Filipino youth in the marketing world.

With a strong foundation established in 2023, Kenny Rogers Roasters is looking into opening 20 stores in 2024 to end the year with 150 stores in total.

“Our focus for next year is to build more stores to increase our market share in Metro Manila and key cities outside the metropolis,” noted Adrias.

Diners can expect new, exciting menu offerings as he added, “You would also see a lot of efforts to push and celebrate deliciously healthy food.”

As Kenny Rogers welcomes 2024, Adrias looks ahead with the mission to be better than the previous year. “Our goal is to consistently beat ourselves and improve from what we did last year. We will continue to focus on innovation, not just in our products but also in our service. We aim to sustain the positive momentum for our brand while staying true to the brand’s DNA, which is deliciously healthy. We hope to make it easy and exciting for our consumers to enjoy our brand while remaining relevant and exciting.”

These awards and recognitions are a testament to the dedication of the team behind the brand to make Kenny Rogers Roasters captivating and meaningful for consumers. Expect that the brand remains steadfast in delivering exceptional dining experiences while upholding the highest standards of quality, flavor, and service in the years to come.