New Grilled Chicken Concept

Project Overview
Egg Soldiers was tasked with co-creating a new fast-casual dining brand, building from the client vision and proposed strategy, with our award-winning team implementing its 3-Stage New Concept Creation Process to design a modern grilled chicken proposition that stands out on the high street.

Our process outputs included a defined concept definition & operational model, complete menu architecture with full food and drink offer, and a strategic roadmap for F&B offer expansion.
Egg Soldiers x Cluck'd:
Our Approach
Concept Definition & Operational Planning
The project began with a concept briefing to align on initial brand vision, proposed concept values & ethos, and target market positioning.

Egg Soldiers then conducted a thorough assessment of competitors and market trends, followed by an immersive food tour with the client, gathering learnings from the analysis to take through to a series of creative workshops to define the concept, core guiding principles, and operational framework.
F&B Offer Workshop & Menu Development
Egg Soldiers hosted a menu architecture workshop with the client to agree on style and approach.

Together, we created the launch menu structure, hero & core dish direction, and seasonal propositions, led by the operational capabilities of the kitchens and aligning to the brand/value proposition.

Egg Soldiers then set about developing the full Cluck'd menu. Grilled chicken marinades, dips and sauces were all key focus areas, with the team taking inspiration from the defined Cluck'd brand ethos to create a range of dynamic dish names and descriptors to take the menu architecture to new levels.
Cluck'd Concept Launch & Support
Egg Soldiers led on the implementation of the newly-developed menu with on-site team training and launch support.

This included introducing the menu & kitchen concept, dishes & ingredients, as well as dish building training exercises directly with the team and supporting on the soft / full launches.
Client Feedback
  • Gavin Sahota, Founder
    "Seeing the Cluck'd food vision come to life was an amazing thing, and I really have to thank Egg Soldiers for bringing in the concept to life.

    "They're clearly experts at taking food concepts right through to launch, and the team has the perfect balance of knowledge and expertise.

    "They've put us in great stead for the future, from menu through to operations, and I'd recommend them to anyone looking to fully realise a commercial food (or drink) idea."
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