Italian
Koo Koo Roo is making a comeback: What to expect from this iconic brand’s revival
A nostalgic return
It’s been a decade since the last Koo Koo Roo location shut its doors in Santa Monica. The beloved fast-casual chicken restaurant, once a staple in Los Angeles, is now on the brink of an exciting revival. Daniel Farasat, an L.A.-based entrepreneur, acquired the brand’s intellectual property in 2022 and has big plans for its comeback. This isn’t just any return; it’s a meticulously planned renaissance that aims to rekindle the brand’s former glory.
Building a legacy
Farasat views himself as more than just an owner. “I feel like I’m a custodian of a brand,” he explains, highlighting the emotional connection that many have with Koo Koo Roo. The buzz surrounding the revival has been overwhelming, with fans eagerly awaiting the reopening of its physical locations. However, Farasat emphasizes that rebuilding the brand, especially with brick-and-mortar stores, is a process that takes time.
ChainFest: A taste of what’s to come
While the first new Koo Koo Roo location is slated to open in late 2025, fans don’t have to wait that long for a taste. This weekend, the ChainFest event in downtown L.A. will offer a sneak peek of the revamped Koo Koo Roo. Rather than the restaurant’s famous skinless chicken, attendees will get to sample garlic roasted potatoes and macaroni and cheese. These beloved sides offer a glimpse into the flavors that helped establish Koo Koo Roo as a household name.
“We think it’s just a fun way to show that, yes, Koo Koo Roo is coming back,” said Chain co-founder Nicky Kraft. “It’s like a Comic-Con for pop cuisine.”
An entrepreneur’s passion project
Farasat, known for his work with Tiger West Capital, has experience in the restaurant industry as an early investor in Sweetgreen. His passion for Koo Koo Roo stems from its heyday in the 1990s and 2000s, when the chain expanded to 40 locations across California, Nevada, and Florida. Originally founded in 1988 by Mike and Ray Badalian, Koo Koo Roo went through several ownership changes and bankruptcies before being acquired by Texas-based Luby’s in 2010. When Luby’s announced plans to liquidate assets in late 2020, Farasat saw an opportunity.
Reviving a brand, rekindling memories
Included in the purchase were original recipes, trademarks, the domain name, and business manuals. Farasat has since enlisted former Koo Koo Roo executives and chefs to consult on the revival. His wife, Hila, is assisting with operations, while his brother Raphael is involved in the rebranding effort. Farasat aims to emphasize Koo Koo Roo’s Los Angeles roots and play on 1990s/2000s nostalgia.
“People have a real connection to it,” Farasat said. “We’re ‘born in LA,’ and we even trademarked putting that on some of our merch.”
What fans can expect
After ChainFest, Farasat plans to keep the momentum going with pop-up events and collaborations with chefs. These initiatives aim to maintain public interest and satisfy eager fans until the first physical location opens. Upcoming events will offer more opportunities to sample signature Koo Koo Roo dishes, helping to satiate the public’s craving for the brand.
Highlights from ChainFest
Alongside Koo Koo Roo, ChainFest will feature several other iconic chains presenting creative spins on their classic dishes. Highlights include:
- White Castle: Making a rare appearance as it doesn’t have locations in Southern California.
- Domino’s: Pizza topped with smoked salmon and caviar.
- Red Lobster: Butter-poached lobster biscuit inspired by their famous Cheddar Bay biscuits.
- Panda Express: Spicy, new dishes to tantalize your taste buds.
- Red Robin: Innovative takes on their signature burgers.
The emotional connection with chain restaurants
Chains might seem impersonal, but they often hold a special place in people’s hearts. Nicky Kraft reflects on this phenomenon, noting how food can be deeply emotional and tied to family memories. The event will serve as a nostalgic journey for many, allowing attendees to relive and make new memories with their favorite brand.
A broader cultural shift
The revival of Koo Koo Roo also highlights a broader trend in the dining industry. There’s an increasing appreciation for the cultural impact of chain restaurants, and events like ChainFest capitalize on this growing interest. By reinventing traditional chain dishes, these events offer a fresh take on familiar favorites, appealing to both nostalgic diners and new generations.
Don’t miss out on this chance to relive a piece of Los Angeles history and experience the first steps of Koo Koo Roo’s exciting journey back. Share this article on your social channels and let us know your thoughts! Follow us on social media to stay informed about the newest releases.
