'I'm Not In This To Become A Trillionaire,' Said Shaq On Starting His Big Chicken Restaurants – It's About 'Bringing Something New'

Shaquille O’Neal has always been larger than life—whether on the basketball court, in Hollywood or the business world. Shaq’s 2018 Big Chicken restaurant chain debut, however, was more than just another showy business endeavor; it was a very personal one that revolved around family, childhood recollections and spreading his passion for food to everyone.

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Big Chicken isn’t just another restaurant concept. Before starting this venture, Shaq had already invested in over 170 restaurants, including Five Guys franchises and Papa John’s locations. So why launch Big Chicken? Because it's personal. It’s about bringing to life for everyone’s enjoyment the family recipes from his mother, Lucille O’Neal, that he grew up eating. As Shaq himself put it, “This is my creation—excuse me, this is my mama's creation.”

“We brought her down and she worked with the executive chefs on how the macaroni should taste, how the chicken should be battered and everybody was receptive to that.”

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Shaq was inspired by his childhood, creating a menu that combines classic home-cooked flavors with a modern twist. We’re discussing menu items like handcrafted ice cream shakes or crispy chicken sandwiches with mac & cheese. Some would call these comfort foods with a playful twist. 

The brand also highlights Shaq’s personality with products like “The Uncle Jerome,” named after his bodyguard and “The Charles Barkley,” named for his TNT buddy. Shaq’s charm draws people in, but the food keeps them coming back.

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Since opening in Las Vegas, Big Chicken has expanded quickly, with over 350 locations in the works, from stadiums and airports to cruise ships. And even though Shaq could've rested on his laurels, he embraced building Big Chicken from scratch, combining grassroots marketing with his superstar power. He didn't need million-dollar ad campaigns; instead, he leveraged his 35 million Instagram followers to generate buzz for free.

The ethos of Big Chicken isn't about becoming obscenely wealthy. “I’m not in this to become a trillionaire,” Shaq said. “I hope people want to grow with us. They want to help us win championships because there’s no other concept like this.” To Shaq, it’s about the people—his franchisees, employees and the communities Big Chicken serves. Profits come second; relationships come first.

Big Chicken is more than just a business for Shaquille O’Neal. It's a chance to bring his family’s recipes, his love for community and a bit of fun to people across the country—one crispy, juicy sandwich at a time.

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