NORWAY. Experia Restaurants-owned Fly Chicken has announced a breakthrough franchise agreement with leading travel restaurateur SSP. The partnership’s first opening will come in Q4 at Trondheim Airport, where SSP was recently awarded an F&B concession.
The Fly Chicken brand – which now has 15 restaurants across Norway, including its first travel venue at Bergen Airport – was established in 2018 with an innovative market approach and brand identity. Its core product is authentic fried chicken in different varieties, accompanied by sides such as loaded fries, house dips and smoked hot sauces. The brand’s strapline is the catchy ‘clucking good’ and describes its offer as ‘real food, served fast’.
Ronny Gjøse, CEO of Experia Restaurants, which also operates the Pink Fish salmon restaurant at Stavanager Airport, spoke to The Moodie Davitt Report Senior Business Editor Mark Lane about the new alliance.
Mark Lane: Teaming up with one of the biggest names in the travel F&B industry is a great breakthrough for the Fly Chicken brand. How did the connection with SSP come about?
Ronny Gjøse: I approached SSP’s Norway division. I know them well from my previous role as CEO at both Umoe Restaurants and the joint venture that we had with HMSHost. We have been mutually respected competitors for many years.
As the tender for Trondheim Airport was approaching, we made a strategy that the best solution for us was to team up with one of the big international operators and bidders that is already well established in Norway. SSP is present in 17 airports in the country, where it operates over 120 outlets.
It gives meaning for us to franchise out our brand for airport operation, as it is more efficient for an operator to manage multiple locations. It is more complicated to operate at airports, and good to spread out the cost on several units.
We have ambitions to grow at more airports both nationally and internationally, and therefore is it a very good fit to team up with SSP. We are glad to be involved in this winning tender and also to start the partnership with SSP, who have recognised the value of having Fly Chicken in their portfolio.
This partnership marks the beginning of a long-term relationship, and both companies are eager to explore further opportunities at busy traffic stations in the future.
How would you describe your experience of working with SSP so far?
They are of course very professional, as expected, and I know most of the management team that we are working with from before. I’m very impressed with their approach, how they handle us and look after the brand. They do really trust us 100% and are super-committed to the success of this first Fly Chicken partnership.
What can you tell us about the format for the new Trondheim restaurant?
It’s quite a big space at 221sq m. We will have 80 seats in variated seating styles. We focus on ‘travelising’ our units so it suits airport users. That means space for hand luggage, standard seating, high seating, seats facing out so travellers can keep an eye on flight information, and so on. The location is a prime one, just after security in the departure hall.
What can customers look forward to?
Fly Chicken delivers on speed, we emphasise quality and offer fresh produce. The concept is developed by professionals that sets the guest experience first.
The menu has been developed with passion, and the customers will really like the concept, as we have seen in other locations. The old school hip-hop music we play at our restaurants will provide a great vibe and ambience.
What makes Trondheim Airport an attractive location for you?
Trondheim is Norway’s third-largest airport, and an important hub for the region. It is a regional hub for traffic to and from Helgeland. Also significantly, the popular Sweden ski destination Åre, which has hosted several Alpine World Championships, is located about an hour’s drive from the airport.
Traffic has recovered well here after the pandemic and is set to grow further.
You opened your first self-operated travel venue for Fly Chicken at Bergen Airport in February. How do you assess its performance so far?
We are very happy with the performance and the look of the restaurant. The sales are as expected, and we do get very good reviews from customers. Great fast-food is sought after by travellers at Bergen and we are satisfying that demand well I think.
We can handle the peak hours and deliver the food super-fast. The custom-made order kiosks at the location are very popular and drive about 70% of the sales.
What are your wider plans for the Fly Chicken brand?
Fly Chicken remains committed to the development and growth of the brand, expanding into urban neighbourhoods, street locations and selected shopping malls.
Additionally, I am thrilled to announce the brand’s upcoming international expansion with a highly-anticipated franchise agreement in New Delhi, India. The first Fly Chicken store in New Delhi is set to open its doors in Q1 2024, showcasing the brand’s global reach potential and appeal.
We are delighted you will be attending our FAB event in Bangkok later this year Ronny. Can you tell us about your previous experiences of the event and what you hope to get out of your attendance this year?
I have had excellent experiences attending the FAB event, including in Amsterdam, Dubai, Toronto and the last in-person conference in Dallas in 2019, where I was also one of the keynote speakers talking about our fast casual seafood concept Pink Fish.
Given the significant changes the travel landscape has undergone during the pandemic, it will indeed be intriguing to hear from keynote speakers and industry experts about the impact on commercial F&B markets in airports and travel locations.
Learning their insights and experiences can shed light on how the industry has adapted, the challenges faced, and the strategies employed to navigate these unprecedented times.
I look forward to exploring changing consumer behaviours, emerging trends and innovative approaches in airport F&B. Additionally, understanding the role of technology, sustainability, and customer-centric strategies in this context will be beneficial for the industry as a whole.
I’m excited to attend the FAB event. I believe it will be a valuable opportunity to exchange ideas, gain new perspectives, and contribute to the ongoing progress and excellence of the airport F&B industry. 
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Note 2: The Moodie Davitt Report publishes the FAB Newsletter, which features highlights of openings, events and campaigns from around the world of airport and travel dining.
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