Bojangles' Famous Chicken 'n Biscuits
A menu featuring continuously made-from-scratch biscuits for 30 signature items, Cajun fried chicken and sides such as dirty rice requires this chain's kitchen space and equipment package to be well above the industry average.
By Donna Boss, Contributing Editor -- Foodservice Equipment & Supplies, 2/1/2006
Founded in 1977 by Jack Fulk and Richard Thomas in Charlotte, N.C., the first Bojangles' featured three chief attributes: distinctive, spicy flavor; wholesome, high-quality, made-from-scratch products; and a fun, festive restaurant design with fast, friendly service. Now in its 29th year of operation, this quick-service chain still maintains these original attributes across its 350 restaurants in nine states and two countries. The company owns about one-third of its units. Operating on a fast track for growth, Bojangles' expects to open 30 units this year, reports Mike Bearss, senior vice president of research development and purchasing.
Upon the arrival of CEO Joe Drury five years ago, a plan was set in motion to update the restaurants. "We wanted to update and contemporize our buildings, but also retain equity in some parts of our old design that are part of our image," says Victor Webber, vice president of real estate and development. "In 2003, prototypes developed by ESD Architects were introduced. Since many local authorities have reduced the amount of signage that companies can place on buildings, the stores themselves must be identifiable. They become our 'signs.' We retained the side bricks and orange mansards [the roof overhanging the building] and added towers to the corners of the front of the buildings. We toned down the exterior colors."
The interiors were updated, as well. "To make them more contemporary, we changed the colors from bright reds, yellows and oranges to softer blues, greens and golds; upgraded tiles; used stain-resistant, solid-surface countertops; added curved vs. straight-cut glass to display counters; upgraded the carpets; purchased new tables and chairs; and added booth seating," Webber says.
Bojangles' units range in size from 2,800-square-feet to 3,800-square-feet. Most units are freestanding, and some reside in shopping centers, but not in malls. The company has 25 prototypes in operation.
The kitchens, on the other hand, remain relatively similar to when the chain first opened. "We've reconfigured them slightly to increase the speed of production," Webber says. "And, we've added a second drive-through window." Drive-through business constitutes 50 percent of many Bojangles' units' sales. Take-out brings in about 10 percent of sales. Breakfast sales account for the majority of revenue, 36 percent, although daily customer counts at breakfast are the highest. Lunch and dinner each account for about 32 percent of sales.
The chain's made-from-scratch menu features 30 buttermilk biscuit sandwich varieties that provide the foundation for its extensive breakfast menu served throughout the day. The lunch and dinner menu features such items as spicy Cajun-style fried chicken served with Cajun gravy, dirty rice and Cajun pintos. As a result of preparing these items from scratch at the store level, Bojangles' features both a larger-than-average equipment package and kitchen to total space ratio. "Because all the food is made from scratch in our kitchens, we must allocate an average of three-fifths of the restaurant to the kitchen," Webber says. The per-unit equipment package, reports Bearss, averages $250,000 to $350,000.
When customers enter Bojangles', their senses are titillated by the smells and sights of staff making and baking biscuits, which are later filled with ingredients such as eggs, bacon, country ham, sausage, country steak, Cajun and Southern chicken filet. Sweet biscuits with toppings such as blueberries, cinnamon and icing are a recent menu addition. According to Bearss, customers can watch staff, who work at tables several feet from the front counter, mix flour and buttermilk, roll out and portion the dough, and place the biscuits into convection ovens continuously throughout the day. "Biscuits more than 20 minutes old are pitched," Bearss says.
| Bojangles' Players |
| CEO: Joe Drury President and COO: Tom Lewison CFO: Dane Reynolds Senior Vice President of Research Development and Purchasing: Mike Bearss Vice President of Real Estate and Development: Victor Webber Senior Vice President of Marketing: Randy Poindexter General Counsel and Executive Vice President: Eric Newman Equipment Dealer: Wasserstrom (various locations near unit locations) |
Biscuit making is more than a functional component of Bojangles' operations. As Bearss explains, it is part of the corporate culture. Every year, the head biscuit makers at each unit compete with their peers from other areas and regions. Regional winners vie for the companywide championship in early spring at the headquarters' test kitchen. Judges include company personnel and celebrities who rank competitors on speed, technique and characteristics of final products to meet Bojangles' exact specifications. Winners receive cash incentives.
As customers approach the front counter, they also see menu items displayed in a European-style, curved-glass counter. Selections include biscuit sandwiches with eggs, cheese, bacon, country ham, sausage, country steak, Cajun and Southern filet; Cajun-style fried chicken; pork tenderloin as a special; and "fixins'" such as dirty rice, Cajun pintos, coleslaw, seasoned fries and mashed potatoes and gravy. New units will offer salads. As the guests move down the line, one or two staff members assemble orders, including bottled beverages. Customers dispense fountain beverages, freshly steeped sweet tea and ground coffee before taking their trays to a table. Cashiers take money at the beginning of the line.
In the back of the kitchen, staff place newly delivered products into dry storage, a freezer, general cooler or chicken-only cooler. Most locations have three-compartment dish sinks, a vegetable sink and worktables for ingredient preparation. Also in the back sit fryers and a biscuit and sandwich assembly area.
Though the basic pieces of equipment haven't changed since the chain's origin, equipment has been updated. "All new units are being built with refrigeration and assembly space for an enhanced salad program," Bearss says. "We're always testing new equipment. Now, we have six different equipment items under inspection in the test kitchen. Just as we meticulously test every new product, we test equipment thoroughly before installing it in units or adding it to the equipment package for franchisees. They must buy equipment from approved vendors in order to adhere to established standards."
While keeping a close eye on equipment, Bojangles' is also looking to institute a bulk purchasing program to offset rising construction costs. "Construction costs have gone through the roof due to increases in the cost of gasoline, which drives up black top and concrete costs," Webber says. "The cost of steel is up and, in addition, the cost of materials in general increased after the hurricanes because materials were diverted to these parts of the country. As part of our value engineering, we're exploring bidding out jobs in packages so contractors can economize on their costs."
As Bojangles' executives demonstrate, keeping their attention focused on each detail of the business is essential to their ambitious growth strategy. They are convinced that applying the no-substitutions rule to maintain quality in E&S, food, service and design is well worth the effort.
| FACTS OF NOTE |
| Ownership: Privately owned by Bojangles' Restaurants Inc. Opened: 1977 Headquarters: Charlotte, N.C. Units: 350 in 9 states and 2 countries, about 1/3 company-owned; 30 expected to open in 2006 Size: 2,800- to 3,800-square-feet, for freestanding units Seats: Up to 90 in larger units Average Check: Breakfast, $4.07; lunch, $4.99; dinner, $6.20 Total Annual Sales: $460 million Transactions: Breakfast, 36% of revenue; lunch, 32%; and dinner, 32% Hours: 5:30 a.m. - 11:00 p.m.; some late night until 1:00 p.m. Menu Specialties: Buttermilk biscuits, biscuit sandwiches with eggs, cheese, bacon, country ham, sausage, country steak, Cajun and Southern filet; Cajun-style fried chicken; pork tenderloin as special; "fixins'" such as dirty rice, Cajun pintos, coleslaw, seasoned fries, mashed potatoes and gravy; and steeped sweet iced tea. New units will offer salads. Staff: 10-13 average, based on volume Equipment Investment: $250,000 - $350,000 |
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