ABOUT

BONBIRD was born of a simple idea; Make Chicken Great Again.

Leading the charge at the heart of the brand is the mascot - 'loveheartchickenfeel' who wants to put the love back into bone-in chicken.

With a name so fun to say, the brand utilises playful and accessible language, and constant repetition and brand reinforcement so that BONBIRD is never far from our lips.

A chicken renaissance is the aim, as the brand challenges the market and perception of fried chicken, showing great food can come in many ways, even by bucket.

THE BREIF: Fried Chicken once brought families together, but as the processes moved from restaurant to factory, public perception changed. The brand wanted to restore a focus on quality and love for bone-in and boneless chicken.

The strategy was simple. Tell the world we do 'good chicken'.

Starting with a name that evokes joy, building an identity and world that constantly reinforces the name. The brand wanted a mascot that reflected their love for chicken, thus 'loveheartchickenfeet' was born.

The brand struts with confidence as it sets out to challenge the market one bucket at a time.

RESULTS: With ambition to grow internationally the branding needed to be accessible and have mainstream appeal from the first restaurant.

From a standing start, the brand opened 3 locations in the first year, signing premium locations across Dubai "thanks to the brand appeal" (Stephen Flawith, CEO YOLK BRANDS).

BONBIRD is set to grow by a further 3 sites within next 4 months (14 months total from launch) totalling 6 restaurants owned operated by YOLK BRANDS across MENA by the 18 month mark.