
Genuine Broaster Chicken is a prominent brand synonymous with high-quality pressure-fried chicken. It has a rich history that dates back to the mid-20th century. Founded by L.A.M. Phelan in 1956, the company has evolved significantly since its inception. It is renowned for its unique cooking method known as “broasting,” which combines deep frying and pressure cooking. As the company evolved, so did its branding, particularly its logo. The article delves into the evolution of the logo of Genuine Broaster Chicken, among other details, since its inception.
The Genesis of the Genuine Broaster Chicken Logo (1958)
The first logo for Genuine Broaster Chicken (GBC) was introduced in 1958. This initial design was crafted to communicate the brand’s commitment to offering high-quality chicken, specifically its signature 8-piece Bone-In Chicken. The logo featured the slanted word “BROASTER” in white uppercase within a tilted black rectangle to the right. The rectangle was further enclosed within a stretched ellipse with white and black patterns. The white letters of the text had a black shadow to make them appear as three-dimensional.

Logo Changes Through the Decades
As Broaster Company expanded its offerings and business arms, the logo also evolved. The subsequent logo redesign featured a chicken character facing right wearing a vertically striped black-and-white hat to symbolise a classy dining experience. It was enclosed within a red circle. At the centre of the circle appeared the text “BROASTED CHICKEN” in black uppercase. The word was placed within a stretched, horizontally oriented rectangle with a white core and a thin black outline. Beneath the emblem appeared the brand name and the company location in a stylish black font in different sizes.

The next logo iteration had the same chicken character but enclosed within a stretched circle in muted reddish-brown colour. The circle had two thin white rings inside, and the words “BROASTER CHICKEN” in white were placed inside a stretched red rectangle with rounded corners at the centre.

The logo was further simplified and focused on the head of the chicken character facing left in a top hat as the central icon. The chicken’s head with a hat appeared with thick red outlines and was enclosed within a red circle. The circle had thick inner and thin outer blue frames with white in between. This change in logo design emphasised quality and trustworthiness while adapting to various business needs. On the right side of the emblem was placed the wordmark “BROASTER CHICKEN” at an angle in two levels. It was written in red with a thin blue outline.

The current iteration of the Genuine Broaster Chicken logo is characterised by its clean lines and modern aesthetic. The top hat of the chicken has been reimagined. So, instead of being worn on its head, it is now being depicted atop one of the wings on the left. The chicken character shows a blue outline against a white background. The logo element is enclosed within two concentric circles of blue and filled with red in between.
The words “GENUINE” and “CHICKEN” in white uppercase are depicted at the top and bottom of the concentric circles against a red background. In the foreground, the word “BROASTER” appeared in a thick, bold, and blue colour palette with a thin white outline. The letters “B” and “R” seem to have extended outside the circumference of the outer circle.
This change was made to enhance relatability and approachability in an increasingly competitive marketplace that attracts younger operators. The design is intentionally crafted as an icon that can extend across various food programs offered by the Broaster Company.

The Elements of the Genuine Broaster Chicken Logo
Font
The font used in the Genuine Broaster Chicken logo is designed to be bold and easily legible to convey clarity and impact. The word “BROASTER” is prominently featured in a larger font size, while “CHICKEN” is placed directly below it in a smaller yet still bold typeface. This hierarchy highlights the brand name and ensures the product is immediately recognizable. The choice of font contributes to the overall friendly and approachable feel of the logo, which is essential for attracting a diverse customer base.
Colour
The colour palette of the Genuine Broaster Chicken logo has undergone some key changes throughout its history. Initially, the logo featured a combination of white, black, and reddish-orange colours, which conveyed a sense of freshness and playfulness that is suitable for a young brand.
As the company evolved, so did its colour scheme. The current logo prominently incorporates red, white, and blue colours. This transition reflects the Midwestern roots of the company and resonates with American cultural values. The use of red is particularly effective in attracting attention and evoking feelings of warmth and appetite—qualities that are beneficial for a food brand.
The History of the Genuine Broaster Chicken Company
The journey of Genuine Broaster Chicken Company began in 1954 when L.A.M. Phelan invented the first commercial pressure fryer. He combined the principles of pressure cooking and deep frying into a single appliance. This revolutionary cooking method, which he named “Broasting,” allowed for faster cooking times and enhanced the flavour and quality of the food. Recognising the uniqueness of his invention, Phelan trademarked the terms “broaster” and “broasted food” to protect his method and brand identity.
In 1956, Phelan established the Broaster Company, which originally operated under Flavour Fast Foods, Inc. The company quickly gained traction, particularly within Wisconsin’s supper club culture, where broasted chicken became a signature menu item. The use of fresh ingredients and proprietary recipes helped cement its reputation as a premium option for diners.
As demand for broasted chicken grew, Broaster Company expanded its product line to include various coatings and marinades. These were suitable for pressure frying chicken as well as fish, vegetables, beef, and pork. This diversification allowed operators to create a broader range of menu items and cater to different customer preferences. In the 1990s, after recognising the need for convenience in food service operations, Broaster introduced a lineup of frozen foods under the Broaster Recipe label. This move enabled operators to serve high-quality items with greater ease and efficiency.
Over the years, Genuine Broaster Chicken has continued to adapt to changing market demands. The introduction of additional branded programs like Broaster Express and Rock County Smokehouse allowed the company to cater to convenience stores. This helped to further expand its reach in various food service segments such as hospitals, universities, food trucks, and major restaurant chains.
By 2019, Genuine Broaster Chicken celebrated over 65 years of success in the food service industry. Today, it remains committed to providing delicious broasted chicken options while helping operators create memorable dining experiences for their customers.
Interesting Facts About Genuine Broaster Chicken
- The concept of “broasting” was developed by L.A.M. Phelan, who created the first commercial pressure fryer. This innovative cooking method combines pressure cooking and deep frying to deliver chicken that is crispy on the outside and juicy on the inside. It also uses 25% to 30% less oil than traditional frying methods.
- Genuine Broaster Chicken initially gained popularity in upscale Midwestern supper clubs, where quality was paramount. This heritage of serving premium restaurant-quality chicken remains a core aspect of the brand today. At the same time, it expanded into grocery stores and convenience outlets.
- While known primarily for its broasted chicken, the company has expanded its menu to include a variety of coatings and marinades for chicken as well as fish, vegetables, beef, and pork. This versatility allows operators to create a wide range of delicious entrees.
- Genuine Broaster Chicken operates in over 36 countries to showcase its global appeal. The brand has also recently opened several outlets in India. In doing so, it is adapting its menu to incorporate local flavours while maintaining its signature offerings.
- The cooking process relies on specialised Broaster pressure fryers that ensure even cooking and help retain the natural juices of the chicken. This technology is integral to maintaining the quality and flavour that customers expect from Genuine Broaster Chicken.
- Broasted chicken is an incredible source of protein without any trans fat.
- Genuine Broaster Chicken is dedicated to helping food service operators succeed by providing them with high-quality products and efficient cooking processes. The brand offers various programs, which include Broaster Express and Rock County Smokehouse, tailored for different food service environments like convenience stores.
- The brand offers several signature chicken varieties, such as “The Legendary,” “Happy Fried,” and “Hot Masala.” These cater to diverse taste preferences and ensure each item is prepared with the same commitment to quality.
- Genuine Broaster Chicken offers a range of chicken products. These include fried chicken, burgers, and wraps. It also offers French fries and onion rings.
Finally
The Broaster Company logo evolution over the years is more than just a series of design changes. It represents the journey of the company through decades of innovation and adaptation in the food service industry. Each logo variant has been thoughtfully designed to reflect both the brand’s heritage and its aspirations for the future.