ARE you red, red, ready for this?
Perhaps inspired by the runaway success of the upmarket transformation of McDonald's into cafe culture, Red Rooster is attempting to enter the fray with 12 shiny new shopfronts under a new banner -- "Reggies".
The idea is to take Red Rooster away from its drive-thru roots and give diners an appealing place to sit down and eat.
Interior photos from its Reggies in Goulbourn show exposed brick posts, gentler lighting and polished wooden floors.
But while it may look like Reggies is attempting to break into Australia's coffee culture with its steel chairs and stools, only some will actually serve coffee.
Instead CEO Chris Green reckons "Project Reggie" will allow the company to branch-out into more urban spots where a drive-thru isn't possible.
"The smaller footprint of Reggie will enable us to secure more urban, main street sites," he said.
The changes were an "integral part of the transformation of Red Rooster" and follow on the chicken seller's move last year to offer home delivery.
The first store to open will be in Goulburn and New South Wales, with others coming to Ashgrove in Queensland, North Ward in NSW and Northbridge in WA.
By the end of 2017, Red Rooster hopes to have 12 Reggies across the country.
There is no word yet on the other eight locations where Reggies will set up shop.
The menu appears to be similar to a classic Red Rooster, with Reggies to offer "all the Red Rooster classics" but in a statement, the company says its chicken "will enter new territories" under the new branding.
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