Krispy Krunchy Announces ‘Core Four’ Growth Strategy

The company plans to open 700 stores by the end of the calendar year.

April 09, 2024

Krispy Krunchy Chicken recently held its annual conference to discuss “Now Is The Time: Next Generation,” its plan of action for the brand’s future. Some of the brand’s top operators and key suppliers were in attendance, in addition to the company’s leadership, sales and operations teams.

Krispy Krunchy Chicken plans to open over 700 stores in 2024, and it aims to exceed 3,500 locations by the end of the calendar year. Jim Norberg, the brand's newly appointed CEO, revealed the comprehensive “Core Four” plan, which will serve as the company’s growth roadmap.

According to the company, the Core Four strategy outlines a focus on adding net new stores, enhancing same-store sales growth, optimization of the system and operator profitability. By tapping into new markets, expanding third-party delivery sales, enhancing its menu and streamlining operations, the brand said it is “committed to maximizing operator profitability and success with its offering.”

“Next Generation is all about getting better. It's our belief and commitment to continuous improvement,” Norberg said. “We're expanding from being a strong foodservice brand within convenience stores to establishing ourselves as the best fried chicken brand in the country. As we strengthen connections with our team members, operators and supplier partners, we are committed to driving profitability, creating an unparalleled workplace culture, and setting the standard for serving your favorite fried chicken.”

In 2023, Krispy Krunchy Chicken celebrated a record-breaking year and opened nearly 500 new units. The brand found success by implementing strategic tactics including a simplified menu, supply chain optimizations and the launch of its new Cajun chicken sandwich.

Last week, Krispy Krunchy Chicken announced "Your Choice" meal deals. The limited-time deal started April 1 and features a choice between three of the brand's products.