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Perry Rogers, CEO and founding father of sports management and corporate consulting firm PRP, has managed each sports superstars and Hollywood stars. He also built a successful restaurant company, JRS Hospitalitywith many popular spots on the Las Vegas Strip.
These experiences prepared him to work with his client Shaquille O’Neal to create a truly unique restaurant brand. Big Chicken is a testament to collaboration, vision and fun.
Building Shaquille O’Neal’s legacy
The story of Big Chicken began with a query. “Shaquille came to me in 2017 and said, ‘You built this big restaurant company. What have you built for me?’” Perry Rogers said. Shawn Walchefhost Restaurant influencersat the Big Chicken 2024 franchisee conference in Las Vegas.
O’Neal wasn’t just looking for an investment – he wanted a legacy. Rogers and his team went to work creating a concept that really reflected O’Neal’s personality.
“We thought about what fits Shaquille, what reflects his values and personality, and we came up with Big Chicken,” Rogers says.
The first launch took place in Las Vegas in 2018. They spent two years refining the concept before further development. Despite his extensive experience, Rogers admits there was a lot of learning involved in getting Big Chicken began.
“Our [other] all restaurants offered full services and a large variety of orders. It was something different,” he explains. Fast casual dining is a whole recent ball game.
Even with meticulous planning, the first location was stuffed with unexpected challenges. “A lot of things got wrong – too much space, too many seats, even the design,” Rogers says. But these obstacles became opportunities for development. “If you look at life as a journey of continuous improvement, the risk of failure is not great.”
Understanding recent media
Rogers and his team knew from the starting that Big Chicken was greater than just a restaurant. It was a stage intended for storytelling.
Inspired by O’Neal’s fearless approach to business and branding, they launched a Facebook series called Building in Public. Fans could watch the behind-the-scenes means of making Big Chicken in real time.
“Shaquille is all about authenticity and transparency,” says Rogers. “When you can show your ups and downs, it builds trust with the audience. People see that you are not afraid of failure, and this creates a strong bond with your customers.”
Spreading your brand across every worthwhile media platform is a full-time job. The Big Chicken team had to learn the nuances of the fast-casual concept, including its size, space, theme and product range. However, they remained committed to continuous improvement and iteration.
Building in society taught them about themselves and the brand, in addition to how to use social media effectively. By the time they were ready to scale, they were sure that they had a product that customers really loved.
For Rogers, collaboration is key to Big Chicken’s success. He considers O’Neal’s daring vision and authenticity to be core to their identity. “Shaquille looks at life like, ‘If my intentions are right, I don’t have to worry,'” Rogers said. Everything worked out in the end, but they needed help.
The hiring of Josh Halpern as CEO was a big turning point. “We needed someone who knew what he was doing,” Rogers says. Halpern’s experience has allowed Big Chicken to scale responsibly, ensuring the brand stays true to its mission while growing its business.
Big Chicken has grown significantly since its first location, with national and international expansion on the horizon. “We have just opened our first outlet in the UK, in Manchester, and we will be building in Honduras in 2025,” says Rogers.
At the heart of Big Chicken’s success is its focus on hospitality. “Stores where owners welcome customers do well,” Rogers says. “If customers don’t feel that Shaquille is loving, there’s a disconnect.”
For Rogers, the restaurant industry is greater than a business – it’s a calling. “If you don’t want to have a ball that hosts people, don’t get involved in this industry,” he says. But for those that love to bring joy through food and hospitality, the rewards are unmatched.
As Big Chicken continues to grow, Rogers stays focused on honoring O’Neal’s vision and building a legacy. “My job is to build the business Shaquille wants to have,” he says. With each recent restaurant, they do not just serve food – they create moments of connection and community.
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