Chicken Cottage has been a pioneer in the Quick Service Restaurant (QSR) industry for over 30 years, serving a diverse range of customers with its unique offering of fried and grilled chicken—all Halal certified. “With roots in the UK, we’ve expanded globally, establishing ourselves as a brand that balances tradition with innovation. Today, we are positioned as a leading player in the competitive food market, known for our focus on quality, innovation, and customer experience, while steadily growing both domestically and internationally,” says CEO Greg Milne.
Over the last few years, the company has experienced significant changes. In 2015 the business was bought by Terengganu Inc and from that point the store base was reduced from over 100 locations, closing down poorly performing units and focusing on those franchisees that truly encapsulated the spirit of Chicken Cottage the brand. In January 2022 Greg Milne was brought into the business. An experienced professional with 25 years background in managing the KFC brand, regionally and globally, he has instilled a new strategy and a new direction for the business.
Following a three-month review, significant changes were made, including changing the structure, reducing the store base further to 46 and strengthening the teams. Under Milne’s management, the company strategically hired some of the best talent in the industry – individuals with extensive global experience and deep knowledge of the QSR sector. “Our new leadership team brings fresh perspectives and expertise from some of the world’s most successful brands, ensuring that we remain competitive and forward-thinking.”
Committed to innovation and customer satisfaction
Milne affirms that 2024 has been a monumental year for Chicken Cottage. “The company celebrated its 30th anniversary, a testament to the strength and longevity of the brand. This year, we also expanded our presence in East Africa with the launch of multiple outlets in Kenya, including our work-in-progress first-ever drive-through, marking a new era of growth in this region.”
“Domestically, we are expanding rapidly in the UK with a focus on multi-unit franchises, allowing us to further strengthen our footprint. We’ve opened 10 stores this year and 4 are scheduled to open in the next few months to end the year on 66.”
“We’ve also made some significant strides in digital innovation, particularly with our mobile app and loyalty programme, which has contributed to a noticeable increase in customer transactions, improved delivery profitability for our franchisees and improved customer retention.”
Milne says that what drives Chicken Cottage’s growing presence is a relentless commitment to innovation and customer satisfaction. “We were the first to offer both fried and grilled Halal chicken, catering to diverse tastes while maintaining high-quality standards.”
The right culture
“Our adaptability has been key – we listen to our customers and our franchisees, use data-driven insights to shape our menu offerings, and continually introduce limited-time offers like our popular burrito wrap and Mango Kulfi. Additionally, our dedication to creating a strong franchise model, built around multi-unit ownership, ensures that our partners are well-equipped for success.”
He further acknowledges that what truly sets Chicken Cottage apart is its open and collaborative culture. “We work closely with our franchisees, building strong relationships to ensure mutual success. For us, relationship building isn’t just an aspect of our business – it’s embedded in our culture. We are not just a brand; we’re a community that thrives on collaboration and trust, which is why we continue to attract and retain top talent across the board.”
To ensure that operational standards remain high, the company has enhanced the operational support mechanisms for franchisees. Needless to say, suppliers are crucial to maintaining the quality and consistency that Chicken Cottage is known for. The company works closely with its suppliers to ensure that all the products meet rigorous standards for freshness, taste, and Halal certification.
“Moreover, we continuously collaborate with them on product innovation, which allows us to introduce exciting new menu items. We have partnered with 2 distribution companies to help improve our deliveries using Magna in the South and Adams in the North.”
“As we expand globally, our suppliers also play an essential role in helping us navigate local regulations and market-specific needs, which in turn, enhances our global presence.”
New horizons
Milne affirms that at Chicken Cottage, sustainability is a key focus. The company has partnered with Too Good To Go to manage food waste in its stores – unsold food towards the end of the day is now offered at a reduced price through this platform, which not only helps feed people but also significantly reduces food waste.
On the digitization front, Chicken Cottage has embraced digital menu screens across its stores, reducing the reliance on printed materials. All the company’s packaging materials are recyclable, and new ways to reduce waste are continuously explored, ensuring that sustainability is at the core of its operations.
Asked what Chicken Cottage’s plans are for the coming years, he reveals that the company is working on several initiatives which will help develop the brand globally. One of these exciting opportunities is in Malaysia, the home of Chicken Cottage’s parent company, Terengganu Incorporated. Promising opportunities are also seen Pakistan as well as in Europe.
“The next 12-18 months will see Chicken Cottage further solidify its footprint, both in the UK and internationally. By 2027, we aim to surpass 100 outlets in the UK and increase our presence in East Africa – we are aiming at a total of 12 stores in Kenya by the end of 2025, including our first drive-thru location.
“However, it is not all about profits. What is special about Chicken Cottage is the sense of community and legacy we’ve built over the past three decades. This year marks our 30th anniversary, a milestone we’ve celebrated with our entire team, from head office to the shop floor.”
“We are not just focused on expansion and growth but also on the people who make this journey possible – our staff, our franchisees, & our customers. We will continue to build on this legacy, ensuring that Chicken Cottage remains a brand that is both innovative & deeply connected to the communities it serves.”
