RISE - Menu Monitor

Mrs. Winner's Chicken & Biscuits
Headquarters
6055 Garfield Rd. Suite 200, Atlanta, Georgia 30328 USA
Tel: (404)459-5805 Fax: (678)514-4677
Ownership: Private
Segment: Limited Service Chicken
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 92,000 105,000 98,500
Company-owned ($000) 72,000 84,000 82,500
Franchised ($000) 20,000 21,000 16,000
U.S. Number of Units 115 131 119
Company-owned 91 98 98
Franchised 24 33 21
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 760 775 765
Concept Positioning |
Mrs. Winner's Chicken & Biscuits is a chain of quick-service chicken restaurants. Open for breakfast, lunch and dinner, the
restaurant prides itself on its specialty—fried chicken. The chicken is cut into eight pieces and cooked in an open-vat fryer.
Once cooked, the chicken is held no longer than one hour. Excess cooked chicken is used in the chicken potpie entrée and
barbecue sandwich. Winner’s International Restaurants is the owner and franchisor of Mrs. Winner’s. Of its 113 units, 20% are
franchised. Mrs. Winner’s operates in seven southeastern states in the U.S.
Units are bright with red and yellow colors. Four different unit sizes are used: a small, 32-seat, labor-efficient unit for an urban
location; a medium-sized, 60-seat unit; a mini-unit that provides walk-in/drive-up service only; and an upscale, 90–100-seat
unit for a suburban location. These units feature a boardinghouse-style exterior with gables and a perimeter porch. In late
2007, Mrs. Winner's announced plans to begin an overhaul of its unit design and décor package at more than 90 companyowned
stores, in efforts to increase the chain's appeal with a younger customer base.
Mrs. Winner’s Chicken and Biscuits started out as a restaurant chain named Granny's featuring fried chicken and biscuits in
Atlanta in 1977. Volunteer Capital purchased the chain in 1979. The name was changed from Granny’s to Mrs. Winner’s
Chicken and Biscuits; however, in 1983, the name was changed again to Winners Corporation. RTM purchased Mrs. Winner's
in 1989. In early 2000, RTM sold its controlling interest to Winners International, a strategic partnership with RTM and
BancBoston Development Co. Winners International also owns the Lee’s Famous Recipe chain. RTM retained a 20% stake in
the new company. In 2002, RTM rolled Winners International operations under Arby's operations leadership. In 2006, Lee's
Famous Recipes Inc. acquired the Mrs. Winners chain for an undisclosed sum. The deal was negotiated by TM Capital. Longterm
expansion plans have not been disclosed.
Menu Positioning |
Mrs. Winner's is a quick-service chain open for breakfast, lunch and dinner. Its signature item is its fried chicken, available as
meals or by the piece. Other menu items include its Country-Fried Steak & Gravy Dinner, pot pies, chicken fillets, BBQ
sandwiches, potato wedges, green beans, cole slaw, macaroni & cheese, baked beans, biscuits and whipped potatoes &
gravy. Desserts include assorted fruit pies. Breakfast biscuits are available in 15 varieties including sausage, ham, bacon or
country-fried steak with eggs and cheese. Menu prices range from .99¢ for a side item to $25.99 for a 16-piece meal. Checks
average $4.39.
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