Fast Casual Executive Summit
Haven Hot Chicken wins The Perfect Pitch at the Fast Casual Executive Summit 2023
Haven Hot Chicken won The Perfect Pitch concept competition at the Fast Casual Executive Summit in Louisville, Kentucky on Oct. 9.
October 16, 2023 by Mandy Wolf Detwiler — Editor, Networld Media Group
Following a global contest, three fledgling brands competed for a cash prize and the title of The Perfect Pitch winner at the Fast Casual Executive Summit on Oct. 9 in Louisville, Kentucky. Executives from the three companies addressed summit attendees as well as a panel of advisors who offered advice on how to grow their concepts.
Advising this year's contestants were Matt Friedman, CEO of Franchise Founders, Zack Oates, founder and CEO of Ovation, and Kathy Doyle, CEO of Networld Media Group. Ovation, a guest feedback company, sponsored the contest.
In the end, Connecticut-based Haven Hot Chicken took home both the Audience Choice Award and the Judges' Choice Award.
"We've got a stellar team of like-minded, gritty and hungry — not just for chicken — but for success individuals," said Jason Sobocinski, co-founder and president of Haven Hot Chicken.
The QSR concept doesn't have dining rooms and business is predominantly takeout. The brand's orders average between $25 and $26. Co-Founder and CEO Etkin Tekin said the brand is "expensive but worth it."
"From a segment perspective, (the cost) kind of throws us out of the QSR category," Tekin said.
Haven Hot Chicken serves up chicken that is crispy, crunchy, juicy, spicy and delicious and Sobocinski said those five descriptors were pulled from actual reviews left by customers.
To be the best hot chicken, it must go through a very specific process, Sobocinski explained, and while he didn't give away any proprietary secrets, he would say it takes three days and focuses on speed and accuracy using lean processes.
"We know that we're successful," Sobocinski said. "We've got droves of guests coming in."
Tekin added that once a guest tries the chicken, they become repeat customers. The brand has an average Yelp! rating of 4.6 to 4.7 depending on location.
Haven Hot Chicken's executive team has a "25 x 25" mantra, meaning the brand plans to reach 25 units by the end of 2025. The brand has four locations with another two in development. All are company-owned and Haven Hot Chicken has yet to franchise.
"That fact that we've been able to replicate (positive reviews) across our stores is quite impressive," said Tekin.
The brand is looking for investors who can help it grow now that can replicate itself.
Tekin and Sobocinski have goals of AUVs reaching $1.8 million to $2.2 million per store. Buildout sits at $400,000-$500,00 depending on location. Turnkey restaurants can open for as little as $250,000 — one such restaurant had been a Wing Stop and already had a grease trap installed.
When asked to describe their social strategy, Tekin said Haven Hot Chicken has its strongest following in the 25-44 years old segment. The brand hired a young social strategist who understands the Gen Z and Millennial markets. "We want to make sure that we're focusing on establishing our quality and then also ensuring that we are delivering the best hot chicken and 'not chicken' anyone has ever had," Tekin said.
Haven Hot Chicken also has sponsorships with the University of Connecticut sports teams and NIL deals with a handful of UConn players, a well as agreements with some paid influencers. The brand also sponsors five local soccer teams.
"Digging into the socials is big for us," Tekin said.
The brand has a rewards program and an app is under development.
Employees are also important to the operations at Haven Hot Chicken, with the brand focusing on career growth and development.
When asked what the company is missing, Tekin said the brand has focused on operations by building an executive team, but the company is now turning toward its commercial operations. It doesn't have a chief marketing officer or chief revenue officer, "but up until today we've enjoyed the tailwind of word-of-mouth, organic traction within the business," he added. "We understand that growth requires more robust commercial activity."
And while the company is seeking out funds to grow, "money is easy to find," Tekin said. "We're looking for true partners."
Nashville Hot Chicken isn't a fad or a trend, and Haven Hot Chicken's team expects to find longevity in the industry.
"We're the best," Sobocinski said. "We're confident, not cocky. The quality is No. 1."
Zack Oates, a judge for the event said the brand has not only a team with a vision and energy, but an foundation proving its operational chops.
"Data shows that consistency in guest experience is critical and they have done the work to ensure that consistency is king.
The Perfect Pitch nominations were submitted from around the world, and the editorial board at FastCasual selected the three brands to make their pitches at the summit. Besides Haven Hot Chicken, the finalists included Florida-based Mahana Fresh and pizza concept Pizzawala's out of Michigan.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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Ovation
How Great Restaurants Get Better - Guest Experience Management Platform
Ovation is a guest experience platform for multi-unit restaurants that starts with a 2-question survey to drive revenue, streamline guest recovery, and easily improve operations. Thousands of restaurants, including leading brands like Dave's Hot Chicken, use Ovation to get more feedback, recover guests in real-time, and improve.
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