Sponsored by Krispy Krunchy Chicken.
When margins tighten, most foodservice programs play defense. But Krispy Krunchy Chicken® is playing offense and helping c-store operators do the same. In an economy where labor is tight, costs are volatile, and value rules, the brand is proving operators don’t have to sacrifice quality to stay competitive. In fact, leaning into quality might be the smartest move they can make.
“This is our sweet spot,” says Alice Crowder, chief marketing officer at Krispy Krunchy Foods. “We were created by a c-store operator. Everything we do is designed to give our licensees real profitability without overcomplicating their operations. Our guests come to us for three reasons: high quality, strong value, and craveability. That mix is what keeps them coming back.”
The model is built around margin protection from the inside out. Krispy Krunchy’s signature bone-in chicken and chicken tenders arrive pre-marinated and are hand-breaded in-store twice, creating a scratch-made finish that holds up in display cases and on the delivery route. It’s high-quality food that doesn’t require a high headcount or a complicated back-of-house setup. And it delivers real results.
“If you forget everything else—forget what you make on chicken, forget the frequency lift—just by adding Krispy Krunchy, operators see foot traffic go up 10–12 percent,” Crowder says. “And their overall merchandise sales rise by 15–20 percent. That’s immediate storewide impact.”
It’s not just in-store volume that’s growing. Through a unified digital ordering strategy, Krispy Krunchy makes it easy for operators to tap into third-party platforms like DoorDash, Uber Eats, and Grubhub without the tablet chaos.
“One tablet, one printer, one stand,” Crowder says. “Operators don’t have time to update four platforms manually every time they run out of something. With our program, you update one tablet once, and it syncs everywhere.”
That streamlined efficiency is paying off. Operators on the Krispy Krunchy delivery platform are selling 36 percent more chicken than those who aren’t. And the average online order? Nearly $25. Compare that to the in-store average of around $10. “You’re talking about new transactions that wouldn’t happen otherwise and at more than double the ticket,” Crowder says.
To make things even easier, the company rolled out its Your Choice combo—returning this June with nuggets added to the mix. Customers can choose from tenders, bone-in chicken, nuggets, or the Cajun Chicken Sandwich with a side of wedges for just $5.99. It’s designed to drive impulse buys and offer upsell potential.
“If all you’ve got is $5.99, we’ve got you,” Crowder says. “But once you’re inside, you might say, ‘Let’s add a biscuit. Let’s upsize a side.’ It’s a way to build basket size while still honoring that value promise.”
Behind the counter, the system is built for speed and simplicity. “Our CEO always says, ‘Make it easier,’” Crowder says. “That’s our filter. If it’s too complex to execute consistently, we don’t roll it out.”
That focus on execution extends all the way to the supply chain. Over the past couple of years, Krispy Krunchy overhauled its sourcing strategy, shifting from a patchwork of local providers to national chicken suppliers and distribution through Sysco. The result: tight specs, consistent product size, and almost zero out-of-stocks.
“We don’t accept product shortages as a given,” Crowder says. “Our supply chain team is in contact with our supplier partners every day. And because we work with a national distributor, our operators get the consistency they need, whether they’re in Texas or Michigan.”
Consistency also extends to what goes on the menu. Instead of adding items just to chase trends, Krispy Krunchy uses research to determine whether a new product actually expands reach and frequency. The brand’s chicken nuggets, launched in February, are a prime example. Menu research through a third party determined the product would be additive to sales, and sensory research (also through a third party) ensured the product would deliver on taste promises. Then the company conducted market testing.
“We didn’t greenlight the nuggets until we were sure they’d grow poultry sales overall,” Crowder says. “If a new item just cannibalizes something else, what’s the point?”
The results speak for themselves. Operators who added nuggets saw a lift in total sales—not just a shift in orders. And that’s the guiding principle behind every move Krispy Krunchy makes: only launch what works. “When we go to our operators with something new, it’s because we’ve done the work,” Crowder says. “We’ve tested it. We’ve stress-tested it. We’ve built it to deliver.”
Krispy Krunchy Chicken is investing in what it calls “future-proof foodservice”—not flash-in-the-pan trends, but sustainable, operator-first solutions built for long-term success. “Our mission is to help operators win,” Crowder says. “Not just survive inflation. Not just keep up. Win.”
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By Drew Filipski
