Chicking Global Market Research Report

Background

Overview

Chicking Global is a prominent Quick Service Restaurant (QSR) chain specializing in halal-certified fast food, including fried chicken, burgers, wraps, and other quick-service meals. Founded in 2000 by A.K. Mansoor in Dubai, United Arab Emirates, the brand has expanded its presence to over 400 outlets across more than 36 countries, serving a diverse customer base seeking halal dining options.

Mission and Vision

Chicking's mission is to provide high-quality, halal-compliant fast food that caters to the diverse tastes of its global clientele. The vision is to become the leading global halal QSR brand, offering a unique dining experience that combines traditional flavors with innovative recipes in a family-friendly environment.

Primary Area of Focus

The brand focuses on delivering a diverse menu inspired by global cuisines, ensuring all offerings adhere to strict halal standards. This commitment has positioned Chicking as a preferred choice for consumers seeking halal fast food worldwide.

Industry Significance

As the world's first fully halal international QSR brand, Chicking has set a benchmark in the halal fast-food industry, demonstrating the viability and demand for halal-compliant dining options in diverse markets.

Key Strategic Focus

Core Objectives

Global Expansion: Aggressively expanding its footprint to reach over 1,000 outlets worldwide by 2025.

Menu Innovation: Continuously refining its menu to include a variety of flavors inspired by global cuisines, catering to diverse customer preferences.

Halal Certification: Maintaining strict adherence to halal standards across all operations to ensure authenticity and trust among customers.

Specific Areas of Specialization

Halal Fast Food: Specializing in providing a wide range of halal-certified fast-food items, including signature fried chicken, burgers, wraps, and more.

Family-Oriented Dining: Creating inviting and family-friendly dining environments that appeal to a broad demographic.

Key Technologies Utilized

Supply Chain Management: Implementing efficient supply chain systems to ensure the freshness and quality of ingredients across all outlets.

Franchise Management Systems: Utilizing robust franchise management platforms to support global expansion and maintain consistency across locations.

Primary Markets Targeted

Middle East and North Africa (MENA): Establishing a strong presence in countries like the UAE, Saudi Arabia, and Egypt.

South Asia: Expanding rapidly in India, with over 100 outlets across major cities.

Africa: Entering markets such as Kenya, with plans to open 30 outlets over the next five years.

Europe and North America: Opening outlets in the UK, Netherlands, and the USA, with plans for further expansion.

Financials and Funding

Funding History

Chicking Global has pursued a franchise-driven growth model, attracting investments from various franchise partners to fund its expansion. Specific details regarding total funds raised and individual funding rounds are not publicly disclosed.

Notable Investors

The brand has partnered with multiple franchisees across different regions, including:

BFI Management (DMCC): Overseeing global franchise operations.

Local Franchise Partners: Engaging with regional investors to establish a presence in new markets.

Utilization of Capital

The capital raised is primarily utilized for:

Store Openings: Funding the establishment of new outlets in targeted markets.

Supply Chain Infrastructure: Enhancing logistics and supply chain systems to support global operations.

Marketing and Branding: Investing in promotional activities to build brand awareness and attract customers.

Pipeline Development

Key Pipeline Candidates

Chicking is actively pursuing expansion in several regions:

Canada: Plans to open 30 outlets by 2023, with the first store in Mississauga, Ontario.

Kenya: Intends to establish 30 outlets over the next five years, starting with Mombasa in June 2022.

United States: Opened its first outlet in Frederick, Maryland, in April 2023, marking its entry into the U.S. market.

Stages of Development

These initiatives are in the planning and early implementation stages, with ongoing efforts to secure locations, establish supply chains, and recruit local staff.

Target Conditions

The focus is on urban areas with significant Muslim populations and a growing demand for halal dining options.

Anticipated Milestones

Canada: Opening the first store in Mississauga, Ontario, in May 2021.

Kenya: Launching the first outlet in Mombasa by June 2022.

United States: Establishing a presence in Maryland, with plans for further expansion.

Technological Platform and Innovation

Proprietary Technologies

Recipe Development: Utilizing proprietary spice blends and cooking techniques to create unique flavor profiles.

Supply Chain Management: Implementing advanced logistics systems to ensure timely delivery of fresh ingredients.

Significant Scientific Methods

Halal Certification Processes: Adhering to stringent halal certification standards to maintain product integrity.

Market Research: Conducting comprehensive studies to understand consumer preferences and adapt offerings accordingly.

Leadership Team

A.K. Mansoor – Founder and Managing Director

A.K. Mansoor, an Indian-origin entrepreneur, founded Chicking in 2000. With a background in logistics and water distribution, he identified a market gap for halal fast food and established Chicking to address this need. Under his leadership, the brand has expanded to over 400 outlets across more than 36 countries.

Competitor Profile

Market Insights and Dynamics

The global halal food market is experiencing significant growth, with projections estimating it will reach $2 trillion by 2028. This expansion is driven by increasing demand for halal products across diverse regions, including Europe, North America, and Asia.

Competitor Analysis

KFC: A major player in the global fried chicken market, offering a range of products that compete with Chicking's offerings.

Popeyes: Known for its spicy fried chicken, presenting competition in markets where Chicking operates.

Local Halal Brands: Regional competitors in various markets, such as Chicken Cottage in the UK and Chicken Republic in Nigeria.

Strategic Collaborations and Partnerships

Chicking has formed strategic partnerships with local franchisees to facilitate market entry and expansion, ensuring alignment with local preferences and operational standards.

Operational Insights

Chicking differentiates itself through its strict adherence to halal standards, diverse menu offerings, and commitment to quality and customer service, positioning it as a strong competitor in the halal fast-food industry.

Strategic Opportunities and Future Directions

Strategic Roadmap

Global Expansion: Continuing to enter new markets, particularly in North America, Africa, and Europe.

Menu Diversification: Introducing new products to cater to evolving consumer tastes and dietary preferences.

Digital Transformation: Enhancing online ordering platforms and delivery services to meet the growing demand for convenience.

Future Business Directions

Chicking aims to solidify its position as the leading global halal QSR brand by focusing on quality, innovation, and customer satisfaction.

Opportunities for Expansion

The brand is exploring opportunities in untapped markets with significant Muslim populations and a demand for halal dining options.

Positioning for Future Objectives

Chicking's commitment to halal certification, menu innovation, and customer-centric approach positions it well to achieve its future objectives and expand its global footprint.