On Wednesday the first branch of fast food chain Chick&Cheez opened in Liège. This ambitious newcomer on the busy market of chicken restaurants wants 38 Belgian branches by 2024 and plans a roll-out to France.
Segment in full growth
Chick&Cheez serves fried chicken dishes and is thus positioning itself in Belgium as a new challenger to chains such as KFC, Belchicken, Chitir Chicken and Hector. Pizza chain Domino’s has also been serving oven-baked Crunchy Chicken in its Benelux restaurants since the beginning of this year. “This is a segment in full growth. There is a market to take“, Pieter Daems of Chick&Cheez told Trends Tendances. The newcomer will distinguish itself with original recipes and sauces based on cheese.
The chain wants to have 38 restaurants in Belgium, mainly franchised. In France, the first branches should open before the end of the year. After the start in Liège, restaurants will also open this year in Mons (shopping centre Les Grands Prés), Hornu, Charleroi and Brussels. “We are interested in city centres as well as shopping centres.” As a result of the increased vacancy rate, the company thinks it can quickly find interesting locations.
The new chicken chain was developed by QSRP, the Belgo-Luxembourg-based fast food specialist that operates Burger King, Quick, O’Tacos, NordSee and Go! Fish in seven European countries.
