In the dynamic world of fast-casual dining, few have mastered the art of blending authentic tradition with modern consumer demands as skillfully as our guest today. With a deep background in the travel and tourism industry, Katarina Railko has become a key voice in hospitality and events, offering a unique perspective on how cultural experiences shape our dining choices. Today, she joins us to dissect the strategy behind Viva Chicken’s latest campaign, which positions Peruvian rotisserie chicken as the answer to the modern diner’s New Year resolutions.
We’ll explore the consumer insights driving the shift toward intentional eating and how a 24-hour marination process creates a product that stands apart. We’ll also delve into the marketing strategy behind a bold mid-week value offer, what it truly means for a brand to have “heart and heritage” in its 15 locations, and what the future holds for authentic, convenient, and high-quality meals in the fast-casual landscape.
Your press release introduces “Top 10 Food Resolutions for 2026.” What specific consumer insight inspired this campaign, and how does your Peruvian rotisserie chicken, described as “a new kind of comfort food,” address the desire for both flavor and balance in the new year?
The insight is crystal clear: in 2026, people are looking for food that feels good in every sense of the word. The old model of restrictive, joyless New Year’s diets is fading. Consumers now crave meals that are both satisfying and nourishing, vibrant but not heavy. This campaign was born from listening to that desire for a more intentional, balanced way of eating. Our fire-roasted Peruvian chicken perfectly meets this need. It delivers that deep, soulful warmth and richness you expect from comfort food, but because it’s slow-roasted over charcoal rather than fried, it doesn’t leave you with that heavy feeling. It’s a meal that anchors a busy, modern life with purpose, allowing you to indulge in bold, exciting flavors while still feeling great about your choice.
The article details a 24-hour marination process and roasting in a custom charcoal oven. Could you walk us through the key steps that ensure the chicken is both “juicy” and infused with “authentic Peruvian smokiness,” and how this differentiates you from typical fried or grilled options?
Absolutely, the process is the heart of what makes the chicken so special. It all begins with marinating fresh, all-natural chicken for a full 24 hours. This isn’t a quick surface-level coating; the bold Peruvian spice blend penetrates right to the bone, ensuring every single bite bursts with flavor. Then comes the magic of the custom charcoal rotisserie oven. By slow-roasting over open flames, we achieve two things simultaneously: the intense heat crisps the skin to perfection while the slow rotation continuously bastes the chicken in its own juices, locking in all that moisture. This method infuses the meat with an authentic smokiness you simply cannot replicate with a gas grill or a deep fryer. It honors a time-tested tradition, creating a product that is profoundly juicy, tender, and layered with unforgettable flavor, a world away from the one-note experience of “fried familiarity.”
Your bonus resolution holds the 2025 family meal price of $25.99 for Tuesdays and Thursdays into 2026. What was the strategic thinking behind this value proposition, and what metrics will you use to measure its impact on mid-week traffic and guest loyalty?
The strategy behind the $25.99 price hold is twofold: it’s an act of goodwill and a smart business decision. Mid-week is traditionally a softer period for restaurants, and this offer provides a compelling reason for families to gather around our table instead of someone else’s. It makes sharing a high-quality, meaningful meal both effortless and affordable during a busy week. Strategically, it’s about building habits and fostering loyalty. To measure its impact, we’ll be closely monitoring several key metrics. We’ll track sales velocity and guest counts specifically on Tuesdays and Thursdays to see the direct lift in mid-week traffic. Beyond that, we’ll leverage our Viva Points rewards program to analyze repeat visits from guests who redeem the offer, which will give us a clear picture of its effect on guest loyalty and frequency over time.
Resolution #8 mentions supporting a brand with “heart and heritage.” Beyond the menu, how do your 15 locations tangibly blend Peruvian authenticity with modern hospitality, and could you share an anecdote that illustrates this unique cultural experience for a first-time guest?
“Heart and heritage” is woven into the entire guest experience, from the moment you walk in. It’s not just about the food; it’s about creating a vibrant, inviting atmosphere that feels both authentic and welcoming. Imagine a first-time guest entering one of our 15 locations. They’re immediately hit with the incredible aroma of chicken roasting over charcoal. The decor is bright and modern, yet inspired by Peruvian culture. They see our team members prepping fresh ingredients and making our signature sauces from scratch daily, just as Chef Bruno Macchiavello would in Peru. When they taste the food, they’re not just having a meal; they’re taking a small journey. That blend of sensory engagement, operational transparency, and the passion of a homegrown company founded by Chef Bruno and Randy Garcia is what brings that unique cultural experience to life. It feels soulful and real because it is.
What is your forecast for the fast-casual dining sector in 2026, particularly concerning the growing consumer demand for convenient, high-quality meals that are rooted in authentic culinary traditions?
My forecast for 2026 is that the fast-casual sector will be increasingly dominated by brands that master the intersection of authenticity, quality, and convenience. The consumer palate is more sophisticated than ever, and people are actively seeking out “travel through flavor” experiences that turn an everyday meal into a moment of discovery. The demand for thoughtfully prepared, purposeful proteins will continue to surge as people look for food that fuels their lives without compromise. Brands that honor time-tested cooking methods, like fire-roasting over charcoal, and reject processed shortcuts will build the deepest trust and loyalty. The future belongs to concepts that, like Viva Chicken, can elevate the everyday by proving that convenient dining can still be simple, soulful, and full of heart.
