When Krispy Krunchy Chicken entered convenience retail nearly 36 years ago, the bar for “quality plus convenience” was low. Today, that’s the expectation—and exactly how the brand is built to help operators win.
“We offer premium, craveable food in a turnkey operation that makes the program easier and more profitable—not just for the chicken program, but for the entire c-store,” says Jim Norberg, CEO of Krispy Krunchy Foods.
Krispy Krunchy Chicken (KKC) is a store-within-a-store model designed to grow traffic and baskets. Norberg points out that if four gas stations sit on the same corner, the one with a KKC inside often wins the stop. “People are gas agnostic now, unless there are loyalty points. They choose the location with a Krispy Krunchy,” he says. The draw comes from food that customers do not expect inside a convenience store until they taste it—freshly-made, hand breaded bone- in chicken and jumbo tenders, lightly marinated and finished with proprietary seasoned breading.
Norberg says operators who once hesitated about preparing fresh chicken quickly changed their minds after training. “The chicken arrives pre-marinaded, so it’s a simple process of battering and breading, then cooking it up,” Norberg says. “Once they see how easy it is, the quality speaks for itself.” The impact is measurable: stores that add KKC see a 10–12 percent lift in traffic and a 15–20 percent increase in overall merchandise sales.
To protect consistency, KKC has streamlined the menu, simplified its operating procedures, and standardized equipment. Support is just as central as system design. Every new opening includes a full week of on-site training and ongoing retraining is available at no cost, valuable in a high-turnover environment.
For added flexibility, operators can access a 24/7 learning management system with step-by-step videos to guide both new hires and experienced employees. Training is also available in multiple languages—including Spanish, Hindi, and Farsi.
KKC is expanding its footprint into non-traditional venues, building visibility that benefits nearby stores. The brand’s April debut at Fenway Park proved the impact: stores within 10 miles of the stadium saw sales climb more than 20 percent. “When fans have it at the stands in Fenway and then see the brand on the scoreboard, they know what KKC is and look for it outside the ballpark,” Norberg says.
From quality that travels well and holds up in the case, to hands-on training and multilingual retraining, to a model built for operator profitability, KKC is built to be an easy “yes” for potential operators.
“Better quality, easy operation, more profitable. Better customer experience,” Norberg says. And for any operator still undecided, he offers one last piece of advice: “Try the food. If you had it, you would not ask me why it is better. The food is the hero.”
Discover the difference at www.krispykrunchy.com
