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After a prolific 20-year NBA career that also saw him release platinum-selling music and star in blockbuster movies, Shaquille O'Neal has turned his championship mentality and larger-than-life personality into his own business portfolio. The basketball star's extensive business holdings include Big chickena fast-casual chicken concept that reflects his love of bold flavors and big portions.
The brand has more than 350 locations under development in 19 states and two countries and is even on four Carnival cruise ships. Big Chicken can also be found in arenas, airports and stadiums.
Although it has expanded, Big Chicken remains true to its family roots.
“It was my mother's creation,” O'Neal says of Big Chicken's genesis. “So we brought her (Lucille O'Neal) down and she worked with the executive chefs on how the pasta should taste, how the chicken should be battered, and everyone agreed to it.”
Lucille's Mac N' Cheese is now a popular menu item, along with the namesake Big Chicken sandwiches, Chicken Dunks, ice cream and more.
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Leads a champion team
For O'Neal, the success of the Big Chicken brand isn't just about making money; it's about creating a championship team that fosters community and provides memorable experiences for everyone involved.
“When you grow from a drill sergeant and you grow from discipline, you always go with the flow and always attack your dreams,” O'Neal says.
When launching Big Chicken, O'Neal took a unique approach to marketing by building the brand to the public.
He used the power of free promotion – and his already massive popularity – through Big Chicken Shaq Show on Facebook Watch and on his social media accounts. On Instagram alone, O'Neal entertains an audience of more than 35 million followers.
His philosophy is simple: You don't need a massive budget to get the word out. Using tools like free social media accounts and grassroots marketing efforts, he showed how any brand can gain visibility without breaking the bank.
“All it takes is one time,” he says, emphasizing how valuable it is word of mouth marketing can be about it Restaurant influencers host Shawn Walchef e Cali BBQ Media.
O'Neal's strategy for connecting with his online audience reflects this general ethos. The entrepreneur uses his platforms to entertain, inspire and inform people about his latest ventures. “Sixty percent of my posts are to make you laugh, 30% to inspire you and 10% to show what I'm into,” he says.
This balance reflects O'Neal's larger mission to bring light to people's lives through food or entertainment. “I want to laugh because when you laugh, it releases those endorphins in your face and helps you de-stress,” he says. “I get that. I get that. I want to make people laugh.”
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Raising the big chicken
Having already enjoyed an unimaginable amount of success in his career, O'Neal understands the importance of selflessness and teamwork. His message to potential partners is clear: By joining Big Chicken, you're not just opening a successful restaurant. You are joining a winning team to create something truly special.
Although relatively new to the franchise space, Big Chicken is owned by a trio of industry titans, including O'Neal, Authentic brand group AND JRS Hospitality.
“I'm not in this to become a trillionaire,” O'Neal says, stressing the importance of collaboration and growth. “I hope people want to grow with us. They want to help us win championships because there's no other concept like this.”
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