Chiefs Wings & Firewater Has Aggressive Expansion Plans for the Southeast

In an economy, where most news we hear of pertains to downsizing and cutbacks, it is refreshing to learn of a company that is actually planning to expand. The first Chiefs Wings & Firewater opened in Greenville, SC in 1989. In the past two years, Chiefs has franchised three additional restaurants of the original concept and recently opened a delivery, drive-thru, and take-out concept store called Chiefs Fresh Express.

In addition to Greenville, there are also locations in Spartanburg, Anderson, and Easley - all are located in the upstate region of South Carolina. But, Chiefs has aggressive expansion plans and is just now beginning to put together a two-year business expansion plan to move into other areas within South Carolina, Georgia, North Carolina, Florida, and Tennessee.

The Hazelhurst brothers (Greg and David) founded Chiefs in 1989 and presently own the Greenville store. Phil Franklin, who has 25 years executive management restaurant experience, and Michael Varner, former Senior Vice President, IT, New Horizon Electric Cooperative, have franchised three original concept stores. As a result, all four gentlemen formed a joint partnership on subsequent concepts of the Chiefs' brand.

Let Chiefs Do the Cooking

While the seating capacity and décor may vary from location to location, what is consistent is the menu; it is the same at all locations. Their award-winning wings and Carolina Calabash Chicken, along with several other signature sandwiches, wraps, steaks, and
ribs, are among the most popular items.

On the wing side, they have about a dozen or more sauces to choose from. They range from very hot to very mild and even sweet. They offer many wing specials as well. Or, you can opt for their "8-pack" of the fried mini-chickens which will run approximately $7, while a dozen costs about $10. The rest of their menu options range from approximately $5 to $12.

Chiefs Wings & Firewater and Chiefs Fresh Express menus are part of an executive committee decision using all ideas to expand their value and guest appeal. All corporate decisions regarding menu (and many other franchisee procedures) are ultimately determined by the franchisor.

Catering is also a big part of Chiefs' business plan and they continue to exponentially expand their catering operations. Events range from small birthday parties to corporate functions for thousands.

Number One for Fun

The seating capacity at the different locations varies. Seating can range from 200 to 700 depending upon the location. The décor also varies, but the franchise can assist in creating the best look and feel for each restaurant/franchisee. More than likely, guests will be surrounded by TVs that play ESPN or local news, while advertisements encourage guests to come back for an "all-you-can-eat" wing night. Guests will also be privy to a schedule of the next local band visit, or pool tournament. Sunday NASCAR is also a popular reason to visit Chiefs Wings & Firewater.

Recession Fuels Expansion

Their marketing is also aggressive. They do not invest in any one single medium. They mostly spread their marketing dollars between television, radio, print and guerilla marketing.

Chiefs Wings & Firewater plans to expand dramatically during the next few years, taking advantage of commercial property opportunities fueled by the recession. They have set in motion stringent operational and human resource guidelines and are moving forward with plans to take on both several new franchisees and investors.

For more information, visit: http://chiefsonline.com

Liisa Sullivan is President of Write Away, Inc., a marketing and PR firm that focuses on content writing. She writes for several national and regional magazines; daily and weekly newspapers; and business-to-business newsletters. She writes two monthly columns that feature chefs and wine experts. For more information, visit:
http://writeawayplus.com