As the local demand for fried chicken continues to sizzle, quick-service restaurant operator Chester’s Fried Chicken is ramping up its islandwide presence with a fresh wave of expansion that is expected to add multiple outlets by year end.

The push is being led by Cooksmart Equipment and Supplies Limited, the area developer for the fast food brand in Jamaica. Though the company does not directly operate any location, it acts as a facilitator, qualifying investors, providing equipment, sourcing branded supplies while offering turnkey solutions for store set-up.

“We do not own or operate any of the locations, we actually just develop the programme here in Jamaica. What we do is to seek the investors, and once we meet them we qualify them, as we also help them to source the equipment they need and also to design and brand their locations and even to train staff. We, likewise, supply them with all they’ll need in terms of branded products (boxes, breading, marinade, etc),” said Carol Jean Moss-Solomon, director at Cooksmart, with responsibility for administration and management, during a recent interview with the Jamaica Observer.

Under the arrangement, franchisees gets all profits but are required to purchase products directly from Chester’s International through Cooksmart. These include essential items such as branded packaging, marinade, and breading. The chicken is, however, sourced from a specific local broiler supplier who must adhere to Chester’s specifications. Unlike traditional franchises, there are no royalty or franchise fees involved.

Founded in the 1950s in Alabama by the Giles family, Chester’s has grown to more than 2,000 locations across the US and Canada, largely operating in convenience stores, supermarkets, and truck stops. The brand first entered Jamaica in 2000 through Happi Foods, a company once owned by Moss-Solomon. After Happi Foods was sold, the franchise continued under Cooksmart, which previously operated as Chester’s Jamaica Franchise.

With over three decades of combined experience, Cooksmart not only develops Chester’s stores but also distributes commercial kitchen equipment for several major international brands, including Henkelman, Irinox, Bluewater, and Rationale.

Although Chester’s has had a long-standing presence in Jamaica, the brand went quiet for several years before being revived in 2016, following new strategic direction from Chester’s International. That momentum was temporarily halted by the COVID-19 pandemic, but expansion has since picked up significantly over the past two to three years.

The brand’s store-in-store model, rolled out primarily in service stations and shopping malls, continues to thrive through partnerships with major fuel and energy brands.

“One of our biggest operators currently is TotalEnergies, which have already opened six Chester’s outlets across locations over the last year and is also looking to add another six locations before year-end,” Moss-Solomon further told the Business Observer.

In addition to TotalEnergies, Chester’s has partnered with Rubis and Texaco, and is in final discussions with Fesco and other operators. The brand has also embraced co-branded locations, including a Chester’s store in a Portmore mall that operates alongside an in-house restaurant.

“By the end of this year, we’re aiming to end up with 20 locations. In addition to the six new stores for Total Energies, there are also two other brands looking to sell Chester’s products. We’re far advance with those plans… the equipment is already ordered and as such our expectation is for these eight stores to be opened sometime around September or October of this year,” Moss-Solomon said.

Chester’s expansion, which comes at a time when the demand for fried chicken continues to grow, sees it positioning to command its own share of an increasingly competitive local market now dominated by players such as KFC, Popeyes, Quick Chick, and BirdShack. In another few months the entrance of Church’s Chicken is further expected to service the growing demand.

“Fried chicken is very big in Jamaica and so we just want to maintain our focus on developing locations as the investors come. We are a niche market as there’s not a lot of other brands that are within convenience stores and service stations, and as such we feel there are lots of opportunities for us to grow,” Moss-Solomon said.

According to Moss-Solomon’s business partner, Peter Buckley, who also doubles as co-owner of Cooksmart and director of marketing and sales, the Chester’s brand over the years has continued to enjoy loyal customer support.

“We’ve always been in the market, as we’ve never really left, and people have always liked our products… as such the flavour of Chester’s chicken and our wedges continue to receive positive reviews. We’ve currently introduced a fried breaded corn, which is different, and we believe will be well received,” he also said to the
Business Observer.

Underscoring Cooksmart’s growth strategy for the brand, which remains rooted in the store-in-store model, Buckley said there is no limitation on the development of the brand.

“Our hope is to continue growth, and so far sales have been going well,” he said.