As we know from watching his history both on and off the court, when our man Shaq sets his sights on something, he doesn’t just aim to succeed—he aims to leave a legacy. That’s exactly what inspired Big Chicken, the fast-casual dining brand that’s as bold and larger-than-life as Shaq himself.
The story of Big Chicken started in 2017 when Shaq posed a pivotal question to his longtime business partner, Perry Rogers, founder of PRP, a sports management and consulting company. “You’ve built this big restaurant company,” Shaq asked. “What have you built for me?”
For Shaq, this wasn’t just about launching another business. It was about creating a lasting legacy that reflected his values, personality, and unstoppable energy. Rogers got to work, collaborating with his team to design a concept that screamed Shaq’s larger-than-life spirit. And so, Big Chicken was born.
Big Chicken opened its first location in Las Vegas in 2018. Since then, it’s expanded in some interesting ways. Yes, there are Big Chicken restaurants in “normal” fast-food locations in suburbs and cities, but they’re also in places like aboard a cruise ship, and in sports arenas (like the Climate Pledge center, home of the NHL’s Seattle Kraken).
The BIG Podcast with SHAQ
But even with meticulous planning, the early days came with plenty of hurdles. Rogers admits they got several things wrong, from the amount of space to the seating layout and design. However, these missteps were seen as opportunities for growth.
“If you look at life as a continuous improvement journey, it’s not a big risk to fail,” Rogers explained. With Shaq’s fearless approach to life as their guide, the team leaned into the learning curve and embraced the mantra of “failing forward.”
One of Big Chicken’s most unique moves was its decision to “build in public.” Inspired by Shaq’s authenticity, the team launched a Facebook Watch series showcasing the behind-the-scenes process of creating Big Chicken. Fans got a front-row seat to the ups and downs of launching a fast-casual dining brand, building trust and connection along the way.
“Shaquille is all about being authentic and transparent,” Rogers said. “When you’re willing to show the ups and downs, it builds trust with your audience.”
This open-book approach not only resonated with fans but also helped refine the brand’s identity and customer experience.
As Big Chicken expanded, the team brought in seasoned CEO Josh Halpern to help scale responsibly. With Halpern’s expertise, the brand has maintained its commitment to Shaq’s vision while growing its footprint both domestically and internationally.
Big Chicken has already opened its first UK location in Manchester, with plans to expand to Honduras by 2025. Yet, even as the brand grows, it remains rooted in its core philosophy: hospitality.
“The stores that do well are the ones where the owners are greeting customers,” Rogers emphasized. “If the customers don’t feel that Shaquille love, there’s a disconnect.”
For Shaq and Rogers, Big Chicken is about more than just serving great food—it’s about creating moments of connection and community. From its playful branding to its commitment to customer experience, the brand embodies Shaq’s belief that business should be fun, authentic, and people-centered.
“My job is to build the business that Shaquille wants to have,” Rogers said. And with each new location, they’re doing just that—one perfectly crispy bite at a time.
As Big Chicken continues to expand, one thing is clear: this isn’t just another restaurant. It’s a legacy in the making, driven by Shaq’s unstoppable energy and larger-than-life vision.