BirdShack seeks to build relationships in new restaurant location

Local franchise holder of the United States (US)-based BirdShack Fried Chicken is hoping to forge relationships with the residents of the communities near the newly opened fast-food restaurant on Red Hills Road in St Andrew.

Last Friday, Arya Holdings Limited opened its fifth store, the first in the Corporate Area. The restaurant, the newest addition to the fast-food sector, promises to deliver healthier and cheaper meals.

However, while excited customers poured into the restaurant, anxious to have a first taste of the meal, the group’s chief executive officer, Wayne Cummings, kick-started plans to connect and foster closer relationship with residents of Sunrise Crescent.

The original plan was to have a walk-through in the communities of Sunrise Crescent and Whitehall with the police team from Constant Spring Police Station, led by Deputy Superintendent of Police Randy Stewart, but the exercise had to be aborted midway due to the rain.

“The first thing is to introduce ourselves. We are right here in the middle of Red Hills Road, we know we sit between some interesting communities and we want to recognise them, and we expect that they are going to be patrons of the business.

“We understand that Red Hills Road has some challenges but I think more opportunities, so I had reached out to the police to introduce ourselves long before we started construction and we suggested that what we could do is work with the police to go to the communities to meet the residents and talk to them about our business, as I think it would be good for us here to get involved in community development, football, netball, etc,” Cummings told The Gleaner.

However, he indicated that the company is more interested in hearing from the residents.

“We have all kinds of ideas on our own but I think they know what their greatest needs are. Sure there is employment and we just finished our first round of employment. We can’t employ everybody but if we have dialogue and understand what’s going on with them, then we can work things out,” he added.

On arrival in the community, Cummings was introduced to the residents who quickly assembled in an unfinished building as the rains started to listen to Cummings’ brief address.

He told them quickly about his business and the company’s plans to assist them in community development. They were told that their suggestions would be welcomed.

SUPPORT

“We’re looking for you to support us by allowing us to grow and make money so that in turn we can help you in the community,” he said.

While pointing to his closest competition, which is nearby along the same stretch of road, Cummings told the residents, “Our food is similar in price but is a lil’ better prices. We have better tasting food. It nuh so oily.”

“We just buy a bucket a chicken and it taste gud,” one person was overheard saying as others spoke about how they had been anticipating the opening.

However, among the residents’ most pressing need was employment and many were heard asking if they could be accommodated at the new branch. Cummings, in response, instructed them to prepare their résumé and to drop it off so that it could be placed on file when there is an opening.

Cummings earlier told The Gleaner that a staff of about 25 persons had already been assembled, including some of the residents from adjoining communities

Arya Holdings Limited’s plan is to open 20 stores in Jamaica during its five-year contract with the Alabama, US-based company.

Now a two-year-old franchise, BirdShack enters a market dominated by KFC [of Kentucky, US origin], which after 49 years in Jamaica operates 42 stores; and Popeye’s [of Louisiana, US origin], which currently runs 15 stores, having entered Jamaica 20 years ago.

With five locations, BirdShack is already the third-largest US fried chicken franchise operating in Jamaica behind KFC and Popeye’s and could challenge Popeye’s as the second largest if projections hold over the next few years.

BirdShack serves fried chicken with potato wedges, chicken sandwiches, cornbread rolls, and Coca-Cola, among other items.

tanesha.mundle@gleanerjm.com