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After a successful 20-year NBA career that also included releasing platinum-selling music and starring in hit movies, Shaquille O'Neal has now channeled his winning mentality and larger-than-life personality into his entrepreneurial portfolio. The basketball star's extensive business holdings include Big Chicken, a fast-casual chicken concept that reflects his love of bold flavors and large portions.
The brand has over 350 locations in development in 19 states and two countries and is even featured on four Carnival cruise ships. Big Chicken can also be found in arenas, airports and stadiums.
Despite its expansion, Big Chicken remains true to its family roots.
“It was my mother's creation,” says O'Neal about the creation of Big Chicken. “So we brought her [Lucille O’Neal] She sat down with the chefs and worked out what the macaroni should taste like and how the chicken should be breaded, and everyone was open to it.”
Lucille's Mac N' Cheese has become a popular menu item, along with the Big Chicken sandwiches of the same name, chicken dunks, ice cream and more.
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Leading a champion team
For O'Neal, the success of the Big Chicken brand isn't just about making money; it's about building a championship team that fosters community spirit and creates unforgettable experiences for everyone involved.
“When you're raised by a drill sergeant and with discipline, you're always going to go with the flow and always pursue your dreams,” O'Neal says.
When launching Big Chicken, O'Neal took a unique marketing approach by building the brand in the public eye.
He leveraged the power of free advertising – and his already enormous popularity – through The Big Chicken Shaq Show on Facebook Watch and across his social media accounts. On Instagram alone, O'Neal maintains an audience of more than 35 million followers.
His philosophy is simple: you don't need a huge budget to get your message out. Using tools like free social media accounts and grassroots marketing efforts, he showed how any brand can gain visibility without spending a fortune.
“It takes a little bit of trial,” he says, emphasizing how valuable word of mouth can be for “Restaurant Influencers” host Shawn Walchef of Cali BBQ Media.
O'Neal's strategy for engaging with his online audience reflects this overall ethos. The entrepreneur uses his platforms to entertain, inspire and inform people about his latest ventures. “Sixty percent of my posts are to make you laugh, 30 percent are to inspire you and 10 percent are to showcase what I'm involved in,” he says.
That balance reflects O'Neal's larger mission to bring light into people's lives through food or entertainment. “I want to laugh because when you laugh, endorphins are released in your face and you relieve stress,” he says. “I get that. I realize that. I want to make people laugh.”
Related: The “billionaire chef” wants to introduce the world to West African cuisine – here's how
Breeding large chickens
O'Neal has already achieved unimaginable success in his career and knows the importance of selflessness and teamwork. His message to potential partners is clear: When you join Big Chicken, you're not just opening a successful restaurant. You're joining a successful team to create something truly special.
Although Big Chicken is relatively new to the franchising space, the company is owned by a trio of industry giants, including O'Neal, Authentic Brands Group and JRS Hospitality.
“I'm not in this to become a billionaire,” O'Neal says, emphasizing the importance of collaboration and growth. “I hope people want to grow with us. They want to help us win championships, because there's no comparable concept anywhere else.”
Related: This legendary California fish market made $30 million in sales in one year thanks to viral videos—and then caught Amazon's attention
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Create your very own Auto Publish News/Blog Site and Earn Passive Income in Just 4 Easy Steps
