For Avalon McRae, becoming Queensland’s first Chargrill Charlie’s franchisee is more than a business venture, it’s a personal dream come true.
Five weeks into the brand’s 14-week franchise training program, the former HR executive is fully immersed in the experience.
“Charlie’s has around 150 recipes, even though it’s a quick service restaurant, so there’s a lot to learn,” she says.
Avalon and her husband, professional footballer Jack McRae, have long been fans of the iconic Sydney-born brand. In fact, Chargrill Charlie’s was the location of their very first date.
“We lived in Rose Bay and loved the brand. I always said I’d love to own a Chargrill Charlie’s one day,” she says.
When the family relocated to Brisbane for Jack’s football career, they settled in New Farm, a vibrant suburb that reminded them of their old neighbourhood. But one thing was missing.
“There was no local chicken shop. I immediately thought it would be a brilliant addition.”
After discovering that Chargrill Charlie’s was franchising under the Craveable Brands portfolio, Avalon jumped online and booked an interview, without even telling Jack.
“He was excited when I told him. He’s got a couple of years left in his playing career, so we’re already thinking ahead. This felt like the right next step for our family.”The Right Fit from the Start
Their first discovery call confirmed an available opportunity in New Farm and they were the only local applicants.“That just felt like a sign,” Avalon says.
The application process included a visit to the head office in Sydney. Even during Jack’s demanding footy season, they made time for the trip.
“Meeting the CEO sealed the deal for us. We felt completely aligned with the values and vision of the brand.”
By December, they were formally offered the New Farm location, and Avalon began training two months later.Training for Real-World Success
Chargrill Charlie’s franchise training is thorough and practical, combining in-store experience with online coursework.“From week five, we started online sessions with other Craveable franchisees. The structure is layered, what you learn online, you apply the next day in-store. It’s a really effective model.”
While Jack prepares to take a more active role in the future, for now, Avalon is leading the charge.
“It’s week five and I’m doing it solo. I’ve had to be away from my son, but my mum’s in Brisbane helping out. He knows I’m on a special mission for the family,” she laughs.
During this intensive period, Avalon has leaned on the support and guidance of the Craveable Brands team.
“The support has been amazing, from operations to marketing, and especially the CEO. You don’t feel like you’re doing this alone.”Preparing for Opening Day
The New Farm site is currently being converted into a fully fitted-out restaurant, with the Craveable project team overseeing the build.Meanwhile, Avalon is focused on team recruitment.
“I’ve already hired my chef, he’s training two days a week and will be full-time a month before we open. I’ve also started hiring for senior roles, so they can travel to Sydney and train with me before launch.”
She’s strategic about the rollout.
“You can adjust your labour model later, but you can’t make up for a poor start. I want the team to hit the ground running.”
The marketing team is helping develop a local media campaign, building buzz with teaser ads and press coverage in the lead-up to opening.The Power of the Franchise Model
While Avalon has strong people skills and leadership experience, she acknowledges that the franchise framework gives her the confidence to succeed.“I know how to build and motivate a team, but I wouldn’t know where to start with inventory or pricing. With a franchise, I can focus on what I’m good at and rely on the brand’s proven systems for the rest.”
She sees this as one of the biggest advantages of franchising, especially for first-time business owners.
“When you’re opening a business, there’s so much to get your head around. With Craveable, the foundations are there. That allows me to channel my energy into building a high-performing team.”Belief in the Brand
Avalon says it wasn’t the category that drew her in, it was the brand.“I’m a foodie, and Chargrill Charlie’s speaks to how I like to eat. It’s fresh, honest food. As a mum, if I don’t feel like cooking dinner, I’d feel good about picking up a meal from Charlie’s.”
She adds that the alignment with her values made the decision to invest an easy one.
“What excites me most is the opportunity to own a business I genuinely believe in and have the full backing of a trusted brand.”
For Avalon and Jack, Chargrill Charlie’s represents more than just chicken. it’s a shared future.
“This is a dream we’ve built together. The franchise model has given us the tools to make it real.”
