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field-failing-field_s-good-chicken-nrn-extra-serving.jpg Field's Good Chicken
Coronavirus hit that booming business and halted Field’s Good Chicken in its tracks.

Fields Good Chicken founder Field Failing on ghost kitchens, catering and how to handle a loss in foot traffic from offices

The emerging fast-casual restaurant chain, based in New York City, is focusing on growth as the city begins to reopen

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Field Failing founded Fields Good Kitchen in 2014 as a way to provide healthy and filling food at the speed of a quick-service restaurant. As an athlete, he wanted to ensure the meal had protein and nutrition at a reasonable price.

As the brand expanded to its current six units across the New York metropolitan area, business shifted. Many locations were in office hubs in Manhattan, benefitting from the lunch rush and catering large gatherings at the many high-rises dotting the skyline.

Coronavirus hit that booming business and halted Fields Good Chicken in its tracks. The emerging brand was forced to close all locations and its growing catering business, but that didn’t stop the team from brainstorming.

“At the end of the day, people need to eat, and the population in the United States is growing. So, I think it’s safe to say there will be growth in the restaurant space over the next two to three years… restaurants will grow, and the show will go on,” said Failing.

Beginning with family packs (Failing and his wife had their second child in the early weeks of the pandemic), the business soon pivoted to selling whole chickens with sides in the style of supermarkets to feed entire families.

And while rent on six New York City restaurants is a lot, it doesn’t seem like it will be the case for much longer as Failing is looking to expand into ghost kitchens.

But the pandemic has brought out a side of the industry that he’s grateful for. “It’s been cool to see the heart and the soul of the industry come out,” Failing said. “It’s a gritty, gutsy industry and it’s a gritty, gutsy group of people, which is part of why I fell in love with it in the first place, and it is definitely showing that right now.”

Listen to how this emerging chain in a large market has managed to survive and develop plans for the future all while staying optimistic about the industry, in this week’s episode of Extra Serving.

Contact Holly at [email protected]

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