Southern-style concept leverages enhanced branding that celebrates vision and thoughtful leadership for growth
Dallas, Texas (RestaurantNews.com) Root Chicken Shake – home of chef Tiffany Derry’s duck fat fried chicken, nominated by James Beard – recently announced its mission-driven model designed to empower and create equitable opportunities for underrepresented communities.
After sharing their common passion for driving social change and creating opportunity for women and minorities, Roots Chicken co-founders Shak Derry and Tom Foley joined forces to create Notions of T2DM, a purpose-driven hospitality group that aims to close the gender and racial wealth gap in the restaurant industry. With its focus on creating business ownership opportunities for women and people of color alongside its quality, chef-led menu, Roots Chicken Shak presents a scalable restaurant model – with impact.
The Southern-style concept’s social entrepreneurial approach enables members of historically marginalized communities to overcome the financial barriers typically encountered when exploring franchise opportunities.
As Roots Chicken Shak aims for future growth, Tom and Tiffany have partnered with Harrisson, a Dallas-based global design consultancy, to develop brand strategy and positioning to help achieve its mission. Harrison developed improved brand image which celebrates Roots Chicken Shak’s founding belief of passion, principle, purpose and profit – in that order.
“Creating opportunity in communities that have been systematically marginalized requires cooperative efforts and Harrison’s leadership team, led by Keith Anderson (COO), Sarah Jenkinson (Director of Design) and Rachael Armstrong (Sr. Strategic Lead ) really got stronger,” says Foley. “Harrison’s expertise and knowledge in the hospitality industry, and his more than 30 years of building commercially successful local and global brands, will help catalyze our efforts. We are excited about the next step.
About Roots Chicken Shake
Roots Chicken Shak is the home of chef Tiffany Derry’s famous duck fat fried chicken. The streamlined menu was inspired by Tiffany’s Southern upbringing and uses fresh, locally sourced ingredients prepared with proprietary methods and spices. Here, duck fat fried chicken is served in many forms – from wings and fillets to the Big Bird (a fried chicken sandwich with sweet potato bun, seasonal kale, salad, pickled tomatoes, red onion, herb mayonnaise) and salads. To create economic opportunity for all, co-founders Chef Tiffany Derry and Tom Foley, Esq. Make sure everyone is invited to the table and has an equal opportunity to thrive. Based on strategic business analysis, the pair is developing an innovative strategic operations and funding model that will expand Roots Chicken Shak’s footprint, provide consistent chef-led dishes, and provide incentives and opportunities for members of the historically deprived community that operate their own franchise. With an efficient footprint, streamlined menu, and elimination of food waste, Roots presents a scalable restaurant concept that creates a great dining experience and promotes social justice.