Texas Restaurant Giant Creates Runaway Quick-Service Hit Roosters Run
As chicken prices soar--the U.S. Department of Agriculture predicts wholesale poultry prices will increase 15 to 18% this year--Roosters Run keeps the consumer's cost low by prioritizing combo meals and absorbing the cost of the included drinks instead of raising prices across the board. The move marks a departure for Willie's, as the Icehouse has never offered combo meals--and still doesn't.
- HOUSTON, July 25, 2022 (GLOBE NEWSWIRE) -- Three weeks after launching the virtual brand Roosters Run, Willie's Grill & Icehouse ran the numbers: The Texas giant had another bona fide hit on their hands.
- Today, Roosters Run operates out of every single one of Willie's 19 locations across the state--but Willie's guests won't see a Roosters Run menu inside the Icehouse.
- When customers open their Roosters Run orders, delivered by DoorDash, UberEats, or another third-party service, they see the new Roosters Run logo and not a trace of Willie's now-iconic signage.
- For Willie's, the goal of Roosters Run was always to generate the revenue of an entirely separate restaurant without ever actually building one.