WEST SPRINGFIELD — A Connecticut-based Southern fried chicken chain is planning to open a franchise in West Springfield this month. It will be located at 164 Elm St., the former location of Ichiban Asian Bistro.
“We’re coming for Massachusetts,” said Lou Sterling, founder and CEO of Rooster’s Chicken & Waffles.
Reminder Publishing photo by Tyler Lederer
Sterling started the fried chicken chain in Wethersfield, Connecticut, during the COVID-19 state of emergency, a shift from his previous work in insurance. He and a franchisee opened the first Rooster’s location in Massachusetts last year at 78 Franklin St., Westfield. However, the franchisee was inexperienced with running a restaurant, said Sterling, and the store closed in February. It had a soft reopening in May with what Sterling called more experienced and more hands-on leaders. The grand reopening took place June 18.
Rooster’s second Western Massachusetts location, at 466 Chicopee St., Chicopee, opened four months ago. A third should open at 2341 Boston Rd., Wilbraham, in a week.
West Springfield will be the fourth Western Massachusetts location. Sterling said he started looking at West Springfield properties after failing to find a location in Springfield. Nonetheless, he said, Rooster’s is excited to be a part of downtown.
“The location where it is is a prime location and I know the city is investing some money in that downtown area,” Sterling said. “We want to be part of that. We want to be part of the new beginnings that’s going on in there.”
He cited other Elm Street businesses and the new rotary as reasons to open up downtown. He believes the rotary will bring traffic to area businesses in the long term.
Sterling said the town needed a place dedicated to high-quality Southern fried chicken.
“Every place we go, there’s a niche for good Southern-fried chicken and I truly believe that we’re going to bring that to the town,” he said.
The reaction from West Springfield residents, he said, has been positive.
“This one person said, ‘Shut up and take all my money.’ So yeah, they’re excited,” he said.
Rooster’s recipes come from his wife Shateema Sterling’s grandmother from Georgia. The menu will be the same as in Westfield, which includes a chicken sandwich for $7.49 and a chicken tender wrap for $7.99. Both can be ordered as combos with fries and a soda, for $12.43 and $11.49, respectively. Sterling’s favorite offering, a tender and waffle meal, is $13.89 for three pieces; a five-piece is $15.29.
“We have a secret pearl sugar that is inserted into the waffle to give you that nice, sweet, satisfying taste that everybody get addicted to,” Lou Sterling said at the Westfield grand reopening.
Sauces include sriracha, sweet chili, garlic parm, “Korean” and the “dirty bird,” the spiciest flavor.
“The dirty bird is definitely a fan favorite,” said Sterling. “When you first take your first bite, it’s relaxing, then, bam! It hits you like ‘Woah!’”
Sides are $4.49, and include corn fritters, mashed potatoes with gravy, fried plantains, fried pickles, mac and cheese and pikliz, a Haitian pickled cabbage condiment.
Unlike in Westfield, the West Springfield location will offer takeout only. The sign is currently up, Sterling said, and the inside is undergoing renovations. It should be open by July 1, he said.
For those currently craving fried chicken, the Westfield Rooster’s is open from 11 a.m. to 10 p.m. Sundays to Wednesdays, and 11 a.m. to 11 p.m. Thursdays to Saturday s,at 78 Franklin St., Westfield. Delivery is available through DoorDash, Uber Eats, and Grubhub or at roosterschickenandwaffles.com. The store also caters all events, Sterling said.
Rooster’s locations in Connecticut include Wethersfield, Middletown, Waterbury and New Britain. The chain has plans to expand further in Massachusetts, and is also looking at locations in Agawam and Northampton, and then a turn east toward the Boston area.
