BelChicken wants to take over the world: “Why couldn’t an European chain succeed in the US?”

In seven years, BelChicken has grown into an international fast-casual chain spanning multiple continents. The Belgian chicken concept now has its sights set on Spain and West Africa, among other markets. The key to its success? Not standardization, but constant adaptation, says CEO Fevzi Yildirim. “Those who aren’t flexible enough will disappear sooner or later.”

Not a copy of the American fast-food giants

When BelChicken launched in 2019, the fast-food market already seemed firmly in the hands of international chains. Yet the Belgian concept managed to carve out its own niche in a short time. Today, BelChicken has more than sixty restaurants spread across Belgium, the Netherlands, Germany, France, Italy, and West Africa. Talks are also underway regarding a master franchise agreement for Spain—notably with a well-known Flemish entrepreneur.

“Why couldn’t a Belgian chain become a global brand, just like the mega-chains that came here from the United States?” wonders Fevzi Yildirim. “Why not have a chain that conquers America from Belgium?”

That international ambition is based on a distinctive strategy. While many fast-food chains strive for as much uniformity as possible worldwide, BelChicken consciously opts for customization. “A standardized concept has its advantages. But you also miss out on opportunities. Consumers don’t expect the same thing everywhere.”

From drive-through to indoor playground

In addition to traditional locations ranging from 200 to 400 square meters, BelChicken is therefore already developing smaller express locations and drive-through restaurants. The first drive-through opened along the A12 in Antwerp. Gas stations also represent an interesting growth market. After all, with the rise of electric vehicles, drivers have more time to grab a bite to eat on the road.

Soon, the chain will take it a step further in Sint-Niklaas: for the first time, a 600-square-meter indoor playground will be built next to the restaurant. “Our analyses showed that there’s a need for this in the area. So why not combine the two?”

In West Africa, BelChicken even opened a three-story location spanning approximately 1,000 square meters, featuring a restaurant, a café concept, and a karaoke room. “We try to take local realities into account. What works at one location doesn’t necessarily work at another.”

More than just fried chicken

According to Yildirim, the difference from traditional fast-food chains lies not only in the menu but especially in the experience. BelChicken explicitly positions itself as “fast casual”: affordable and fast, but with the comfort of a traditional restaurant.

“With classic fast-food concepts, the customer is expected to leave within twenty minutes. At our restaurants, customers stay an average of between 45 minutes and an hour and a half.” Comfortable seating and a warm interior are designed to encourage visitors to stay longer. “These days, consumers expect more from brands than just a product or service. That’s why we consider that experience so important.”

Two years ago, BelChicken also introduced its own live sessions. Local artists perform unannounced in the restaurants, after which the chain shares the recordings on social media. So far, more than thirty artists have been given a stage.

“This is the decade of crises”

Remarkably, BelChicken grew most significantly during a period when the hospitality industry was lurching from one crisis to the next. The chain launched just before the COVID-19 pandemic but was able to continue expanding thanks to meal delivery and close collaboration with franchisees. According to Yildirim, the company also maintained its margins during the subsequent wave of inflation.

He believes that declining purchasing power actually works partly in favor of affordable fast-casual concepts. Still, he remains pragmatic: the current popularity of fast-casual dining offers no guarantee of lasting success. “I’m convinced that this, too, won’t last forever. In the past, we’ve seen many concepts that no longer exist today.”

Yildirim expects the market to eventually find its own balance, with less distinctive concepts disappearing. “Consumer behavior is changing very quickly and has become unpredictable. You have to constantly try new things. If something doesn’t work, you have to adapt again. Those who aren’t flexible enough will struggle to survive this crisis.”

CEO Fevzi Yildirim will share his insights on flexibility, consumer experience, and international expansion during the Gamechangers pre-event at RetailDetail Night. He’ll explain how a Belgian restaurant chain is fearlessly taking on global fast-food giants thanks to a flexible franchise model.