How Chicken Wings Helped Charley Escape The Mall

How does a mall concept work well in stand-alone locations? With chicken wings.

This week’s episode of A Deeper Dive features Charley’s Philly Steaks President Candra Alisiswanto talking about Charley’s growth strategy.

Charley’s operates 670 locations. Most of them were traditionally located in malls. But more recently, the business has begun to expand outside of these malls and into stand-alone locations, many of which have drive-thrus. It’s done that in part with an expanded menu that features chicken wings in addition to its traditional menu of Philly steak and chicken sandwiches.

We spoke with Alisiswanto about this strategy and why chicken wings helped the company scale up growth.

He talks about the difference between operating in malls and operating standalone locations and what it takes to make that transition. He also talks about technology and the introduction of kiosks and mobile apps in malls. He talks about franchisee demand and the place of drive-thru in Charley’s future.

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