Franchising

Guthrie's launches ambitious national franchise plan

November 4, 2020

With over 40 locations across the Southeast and Midwest, Guthrie's, which specializes in chicken fingers, is ready to spread its (chicken) wings.

The 55-year-old brand, founded in Haleyville, Alabama, is rolling out a turnkey franchise model that offers smaller real estate options, making it possible for the brand to operate in territories such as Atlanta, Charlotte, Lexington, Nashville and Northern Ohio, according to a press release.

"There is something simple, something iconic about Guthrie's golden fried chicken fingers that everyone can relate to — it's very strong and powerful," Joe Kelly Guthrie, Guthrie's Franchising Inc. CEO, said in the release. "To know that we were the original chicken finger-only concept that helped forge a completely new restaurant segment is something we're extremely proud of. While our menu hasn't changed, our restaurants continue to evolve and that's evidenced in our recent growth."

The chain is targeting 10 to 15 restaurant openings over the next year and has signed nearly a dozen multi-unit development agreements over the past 12 months.

"Our food is simple. Our process is simple," Guthrie said in the release. "We have been blessed to be able to partner with our franchisees and help put them on a path to small business ownership. The Guthrie's franchise model is really about building community while determining your own financial future. Nothing we do is extremely complicated, however, there are many small secrets and little things that go into our entrepreneurial equation to produce the best chicken fingers in the world. One thing is for certain, we are the original chicken finger specialists."

Although the pandemic has made this year tough for all brands, Guthrie is confident the brand's efficient operational model, commitment to its franchisees, ongoing training and support, powerful marketing, simplified menu and balanced labor costs will keep it thriving.

"The COVID-19 pandemic brought us to the realization that smart, quick, and efficient adjustments had to be made," Guthrie said. "Our drive-thrus, along with our quick transition to curbside and delivery, allowed us to adapt virtually overnight. Much momentum was gained by hyper-focusing on our customers' needs and safety. This set us up for a dynamic year, in terms of same-store sales and unit growth."

Guthrie's franchisees can expect the initial investment to range from $261,050 to $569,200 excluding real estate costs.

"We are realistic with how fast and with whom we want to grow because we have always been a quality over quantity brand," said Guthrie. "It is our goal to make sure that franchisees are as much a fit for us as we are for them. Our above industry average profit margins, along with the simplicity of our operations are major calling cards for potential franchisees. Quite frankly, we invented the chicken finger restaurant segment and our chicken fingers have stood the test of time because they are absolutely delicious. We know we were first and we believe we are the best."