How Sweaty Betty is Transforming Your Local Chicken Shop

It’s incredible what good PR can do.

Once just your neighbourhood chicken shop nestled between your pharmacist and local dairy, Chargrill Charlie’s inspires a feeling of nostalgia – provoking those after school chip feeds, or post-sport Saturday chicken burgers feels. Now, it’s your hangover cure, that last-minute-decision-but-always-satisfying weeknight dinner, or a simple solution for any meal whether it be a cooler winter evening or a balmy summer’s night. But it’s also grown into something so much more than that with one simple change.

The power of PR has transformed this thriving family business from a simple chicken shop into social media savvy brand with more than just a few famous fans.

Serving up Australians mouth-watering chargrilled chickens, fresh salads and hearty sides since 1989, it’s no wonder this beloved brand is a soft spot for most Sydneysiders. And since opening their first doors on the shores of Coogee in 1989, Chargrill Charlie’s has given way to nine other flourishing stores across Sydney’s east, including Mosman, Rose Bay, Woollahra and Mona Vale.

“My dad emigrated from South Africa and came up with the concept of the store, as soon as I was old enough to learn the ropes, I did,” says Ryan Sher, who co-owns the family business with his brother Maon and cousin Saul.

The next store will reside in Sydney’s inner western suburb of Annandale and is expected to open early September. And according to Sher, the brand is planning to expand even further, but those details are still under wraps.

Chargrille Charlie’s. Image: Sweaty Bettty PR

But this growth alone is not the result of just dishing out some damn good chicken. When Chargrill Charlie’s began working with PR powerhouse Sweaty Betty in February this year, they rebuilt the brand into something modern, fresh and contemporary without losing the authenticity of this chicken institution we love so much.

For Founder and Director of Sweaty Betty PR, Roxy Jacenko, PR is not one size fits all. By taking the time to learn who each client is and what their needs are, the team are able to create a firestorm of publicity.

When Sweaty Betty PR starts working with any client, our aim is of course to create a serious buzz, but at the same time we have a big focus on maintaining the authenticity of the brand.

“Chargrill Charlie’s is rich in family history and is known as THE Chicken Institution in Sydney. This is something we always keep front of mind when looking at PR initiatives – as an external PR agency we are able to adopt an outsider’s perspective which greatly assists in coming up with fresh ideas to ensure the brand and clients continues to go from strength to strength,” says Jacenko.

Image: Sweaty Betty PR

What came next was a surge in our social media feeds with beautiful images of burgers, sweet potato fries and salads with blonde bombshells and hunky sports teams.

Chargrill Charlie’s even teamed up with Jacenko on her recent In Conversation Tour, and it’s this kind of smart, dynamic style of business and PR that not only elevates Sweaty Betty, but really makes the difference for their clients too.

And it’s not just our attention this PR craze for Chargrill Charlie’s caught. Famous fans have been spotted in number of the Chargrill Charlie’s venues, including Hugh Jackman, Justin Bieber, the Sydney Swans and the Manly Sea Eagles to name a few.

The @manlyseaeagles enjoying lunch at our Mona Vale store!

A post shared by Chargrill Charlie’s (@chargrillcharlies) on

#TBT to that time @justinbieber enjoyed our bean & avo salad in Mosman! 💥

A post shared by Chargrill Charlie’s (@chargrillcharlies) on

In an testament to Sweaty Betty’s ability to think “nowhere near the box” and develop ideas that are not only creative and playful but strategic in their execution, they have devised a loyalty app with different status levels for Chargrill Charlie’s members. And beyond that, they have also introduced ‘The Chargrill Charlie’s Black Card’ which you may have seen popping up across your Instagram feeds. Looking more important than a platinum American Express, the mystery of what this card does is still unknown, but rumour has it all details will be revealed in a matter of time.

#CCBLACKCARD @chargrillcharlies 🖤

A post shared by Roxy Jacenko (@sweatybettypr) on

Keep an eye out for more info on the opening of Chargrill Charlie’s in Annandale and the mysterious Black Card. Follow Chargrill Charlie’s on @chargrillcharlies and Sweaty Betty PR on @sweatybettypr.