After several decades as a single location, Frenchy’s Chicken is hatching into a restaurant and catering powerhouse.

Created in 1969 by the Cruezot family, Frenchy’s Chicken is back for seconds.

In 2001, Frenchy’s signed a licensing agreement with 3131 Properties to open a series of restaurants through one of its operating companies, Glennlock Foods, dba Frenchy’s. The first store under the new agreement opened last June at 7046 W. Fuqua in Missouri City.

That opening represented the first-ever expansion from the original Frenchy’s restaurant and a small companion restaurant, both of which are located on Scott Street and are still owned by the Cruezots.

Since that time, Glennlock Foods—which is led by Dallas Cowboys star Aaron Glenn—has opened three other Frenchy’s restaurants: At 757 West Little York, at 5588 North Freeway near Tidwell and at 11631 Southwest Freeway.

In addition, Glennlock Foods has recently signed a catering deal with the Houston Texans.

With a knowledge of the brand and a fondness for the chicken and Creole-style food since childhood, Glenn saw an opportunity in franchising the Frenchy’s brand and expanding the business beyond Scott Street.

“Because its flagship location is proximate to the University of Houston and Texas Southern University, its reputation is well known around the country as a go-to establishment in Houston,” says attorney George Wyche Jr. of Concordis Ryland, who represents Glennlock Foods in selecting sites for Frenchy’s.

Reggie Coachman, chief operating officer of Glennlock Foods, believes business success is contingent upon finding the right experience and offering an in-demand product.

Coachman, who has more than 30 years of industry experience, was attracted to the Frenchy’s concept because he recognized that quick-service restaurants are the fastest-growing sector and also offer a low point of entry for owners.

Wyche says the market for quick-serve chicken restaurants is primarily comprised of national brands and mom-and-pop operators, so he believes there is an attractive market open to regional operators such as Frenchy’s.

Coachman, whose executive team also includes company President Jason Medlock, was also drawn to the Frenchy’s deal because he believes franchising provides a safety net: Tested recipes, a proven system, a reproducible model and a recognizable name.

Glennlock Foods, which plans to open 20 Frenchy’s restaurants throughout Houston by 2011, has the rights to use the original Frenchy’s logo in the restaurants, which Glenn and Coachman say goes a long way in marketing efforts.

“Frenchy’s is a staple in Houston,” Glenn says. “It’s a place that people need to experience.”

Coachman says one of the biggest challenges associated with expanding the brand is employee relations.

Because the restaurants are typically busy 12 to 14 hours per day, Glennlock Foods must take the time to provide employees with continuous training on issues such as injury prevention and proper food preparation. The 150-employee company also must come up with incentives to combat turnover, which often plagues the restaurant industry.

“There is a lot of competition for the palate in Houston,” Wyche says, “and those who consistently provide convenience, quality and a pleasant customer experience will win their fair share.”

Having good food doesn’t hurt, either.

Indeed, Coachman says, all of Frenchy’s food is fresh and is made following the Cruezot family’s original recipes.

At 78, Sally Cruezot still oversees all the baking, ensuring that pies, cakes and cobblers arrive fresh at the stores.

While chicken is, of course, the primary draw, Coachman says it is not unusual for customers to bypass the bird and instead purchase a side dish or a dessert or whole cake to go along with meals at home.

Frenchy’s also sets itself apart from traditional fast-food restaurants by coupling typical counter-ordering with a larger dining area an expanded menu.

In addition to the retail outlets, Glennlock Foods also provides catering—a nontraditional offering in the industry—which accounts for roughly 20 percent of total sales and is expected to grow. In the future, the group foresees adding a limited bar offering beer, wine, and frozen drinks.

That could help boost the already-strong revenue that Glennlock Foods has seen with Frenchy’s since opening the first expansion location this summer. Revenue for the four Glennlock Foods Frenchy’s restaurants from June through November was $2.6 million. With more stores on the way, projected revenue for 2007 is $7 million.
Food for thought

In addition to overseeing the day-to-day operations of the expanding Frenchy’s chain, the Glennlock Foods executives make it a priority to stay on top of industry trends.

Coachman says membership in groups such as the American Management Association and the Texas Restaurant Association lends the opportunity to network with competitors as well as suppliers, form alliances, and learn best practices such as providing employee benefits, managing costs and catering to market segments.

Glennlock Foods also aligns itself with suppliers in terms of working to understand the ever-changing restaurant industry.

“Coca-Cola, our supplier, is an excellent source for providing statistics about the ‘X’ and ‘Y’ generations as well as ideas for improving service to these groups,” Coachman says. “In addition, we constantly watch the leading fast-food giant, which is always on the forefront, then decide if their new concept will add value to our stores.”

After taking cues from competitors, Glennlock Foods test-markets the idea to determine whether it will be cutting-edge or a bleed, Coachman says.

For example, the company studied what the potential return on investment would be from installing a second drive-through window, a concept which has taken off among other fast-food retailers.

Aside from watching the competition, Coachman says the group also observes convenience stores, large retailers and other service entities to generate ideas.

Glennlock Foods has also made advertising a top priority in expanding the Frenchy’s concept.

On a high-school level, Frenchy’s ads have appeared in football programs and on ticket-stub promotions. Recently, Glennlock Foods established a two-year marketing relationship with the Houston Texans to advertise on the LED screen.

Other promotional efforts include Internet promotions; online video blasts; newspaper, radio, and television advertisements; and employing the expertise of graphic design firm Bowie Creative and public relations firm Joy in Motion.

Joy in Motion recently anchored a product placement deal for Frenchy’s in the movie, “American Dream,” which will be released by Warner Brothers. Houston rapper Mike Jones will appear serving Frenchy’s food in the film.

Still, Glenn mostly credits the Cruezots for creating a brand with staying power. He says Glennlock Foods has been able to capitalize on that name recognition and the loyal customer following.

“It’s the Cruezot family that created the organization and the name,” Glenn says. “Today, they continue providing all the food and support. None of this would be possible without them.”
Frenchy’s Chicken