An enduring passion for a beloved Australian fast-food brand has culminated in a major career move for one retail executive. Jamie Stewart has been appointed as the new Chief Executive Officer of Chicken Treat, driven by what he describes as an "absolute obsession" with the iconic chain.
From Childhood Fan to Company Leader
Stewart's connection to Chicken Treat is deeply personal and spans decades. His fascination with the brand began in childhood during family trips from his hometown of Albany to Perth. The sight of the chain's distinctive restaurants was a highlight, sparking a lifelong affinity.
This early admiration evolved into professional curiosity. Throughout his extensive career in retail and food service, including a significant 15-year tenure at Competitive Foods Australia—the operator of Hungry Jack's in Western Australia—Stewart kept a close eye on Chicken Treat's performance and market position.
"I've followed the brand for 30-plus years," Stewart revealed, emphasising his long-term interest. His move into the CEO chair follows the departure of the previous chief executive, Michael Mastroianni, earlier in the year.
Stepping into a Legacy Brand
Chicken Treat holds a unique place in the Australian fast-food landscape, particularly in its home state of Western Australia. Founded in 1976, the brand has grown to encompass 58 stores, with the vast majority—53 locations—operating in WA. The remaining five are situated in the Northern Territory.
The company is owned by the ASX-listed Retail Food Group (RFG), a major player in the food retail sector. Stewart is stepping into his new role at a pivotal time, as the brand looks to solidify its identity and expand its reach.
He officially commenced his duties on Monday, May 26, 2025, taking the reins of a business with a dedicated customer base and significant regional strength.
Future Vision: Growth and Distinct Identity
Jamie Stewart's strategy for Chicken Treat is clear: leverage its iconic status and differentiate it from global competitors. He acknowledges the intense competition in the fast-food sector but sees a powerful opportunity for a distinctly Australian brand.
"The key challenge... is there's a lot of competition out there," Stewart stated. However, he believes the brand's legacy is its greatest asset. His vision involves sharpening Chicken Treat's unique market position and exploring measured growth opportunities.
While international giants dominate the chicken fast-food category, Stewart is confident that a focused approach on quality and brand identity will allow Chicken Treat to thrive. His deep-rooted passion for the business is expected to be a driving force in its next chapter.
The appointment signals a new era for Chicken Treat, led by a CEO whose commitment to the brand extends far beyond the boardroom. Industry watchers will be keen to see how Stewart's intimate knowledge and enthusiasm translate into strategy for this homegrown favourite.
