Roaming Rooster: How Social Media Bolstered a Fried Chicken Restaurant’s Success


Founded in 2015 by an immigrant Ethiopian family, Roaming Rooster was originally billed as a healthier, responsibly raised version of fried chicken served from food trucks. Their fried chicken exploded in popularity after a customer’s tweet went viral in late August of 2019. Ever since the viral tweet, demand for the restaurant’s fried chicken has been on a continuous rise. This case examines what enables Roaming Rooster’s success in terms of its unique concept and its business strategy, as well as the role of social media in promoting the brand. The company faces competition from major fast food chains. How can Roaming Rooster position itself, through healthy products and social media, to face this competition? What are the pros and cons of being highly followed on social media? The case examines the challenges that the founders of Roaming Rooster have faced in starting with a food truck, and later adding a brick-and-mortar location, and how they have contributed to Washington, D.C.’s food industry.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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