Page 131 - BWM March 2013
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March 2013
| Business World Magazine | 131
In 1989, Mark Parmerlee purchased the
small chain of restaurants fueled by a similar
measure of confidence that it could be done
better. While the proprietary secrets to their
savory bone-in fried chicken were integral
to former success, Parmerlee reasoned that
to be better positioned for future growth,
guests needed better options than the stan-
dard mashed potatoes and soft drinks. Be-
yond the menu, he focused his attention on
interior fixtures and lighting to elevate the
dine-in experience. In the course of making
all these adjustments, Parmerlee discovered
that the “Golden Fried Chicken” name had
never been formally registered, and when he
attempted to do so, as required, he was in-
formed the name was too generic. “Golden
Chick” therefore became the brand’s new
identity, and in the years that have followed,
the restaurant has consistently operated in a
way that is anything but generic.
TRENDSETTER IN TASTE
As difficult as it may be for some comfort-
food connoisseurs to consider, there was such
a time when appetizing menu options like
chicken “fingers” or chicken “tenders” were
not so readily found like they are on today’s
