Tenders Love & Chicken

The Client: Aramark, a top concessions manager for college and pro sports venues.
The Dilemma: Chicken had surged to become the #1 fast food of the last decade, but chicken joints at America’s biggest stadiums and arenas weren’t meeting demand. Brands like Wing Stop had declining sales, long wait times, and consistent low quality. Aramark was wasting money contracting with third-party chicken vendors.
The Fix: I led a creative team in the launch of a proprietary chicken brand: Tenders Love & Chicken. We developed a brand concept based on the ultimate comfort food, the edible hug that comes straight from the fryer—the chicken tender. The menu? Simple—just tenders and fries. The wait? Nonexistent.

In its first NFL season, sales at TLC jumped 20% compared to previous chicken vendors. And the next year, Aramark launched the brand at university food courts around the country.

A collaboration with AD Lauren Havlisch and CD Brant Schroeder