Sweet Chick, a full-service brand created seven years ago in Brooklyn by New York native, restaurateur and entrepreneur John Seymour, has a new name and has transformed its operations model.
Sweet Chick, a full-service brand created seven years ago in Brooklyn by New York native, restaurateur and entrepreneur John Seymour, just got a make "under."
As a result of the COVID-19 pandemic, the five-unit brand is evolving into a fast casual model and will be known as, "Lil' Sweet Chick."
Other changes include a new all-day menu, a special breakfast menu and initiatives to give back to the community, Seymour told FastCasual.
"The previous full-service model could not have worked over the course of the year come Winter and dining restrictions," he said. "Not to mention many New Yorkers left during the pandemic, and I could not hire enough people once we decided to reopen. Many people were scared to come back to work."
Although things are different at Lil' Sweet Chick, the fast casual model maintains the brand's original identity, which was the blending of great food with new music and creative talent. The restaurant, for example, is known for its signature Chicken & Waffles as well as a gathering place for a diverse community of artists, musicians and other creatives, Seymour said.
Over the years, the chain has partnered with creators and brands, including NYC-based photographer Ricky Powell, musician Joey Bada$$, LA's iconic donut shop Randy's, Odd Fellows, Vans and Stance.
Building on the success and popularity of the original Williamsburg location, Seymour eventually opened additional Sweet Chick restaurants around New York, including a location in Queens in partnership with award-winning rapper and musician Nas. The duo also opened the first Sweet Chick in Los Angeles. Each of those locations will take on the Lil' Sweet Chick branding, created with the help of New York-based graphic designer and illustrator Naomi Otsu.
The new concept is also focusing on bringing the community together through charitable initiatives, such as preparing and donating meals to struggling New Yorkers via partnerships with Feed the Polls and Community Fridge.
"What started in the beginning of the pandemic as a grassroots effort through friends to bring cooked meals to those in need has grown into a full, official operation with 10,000+ meals donated and growing weekly," Seymour said.
The cost of change
Seymour's team had already completed the basic rebranding prior to NYC's restaurant shutdown requirements and has more recently redesigned packaging and signage.
"We've spent about $10,000 per store for temporary walls, electrical upgrades, minor equipment, construction and adding outdoor dining barriers per city codes," said Seymour, who did not have the luxury of planning for ROI.
"I planned for survival," he said. "More recently, I have seen promising data and see a path for fast casual growth."
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December 31, 2020 at 06:00PM
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Why NYC's Sweet Chick rebranded to fast casual concept - Fast Casual
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