In the bustling landscape of modern entrepreneurship, few phenomena embody cultural resonance and resilience quite like Chicken Shops. What began as a simple staple of local neighborhoods has evolved into a powerful symbol of community, diversity, and cultural pride. For Anitha Ilangovan, founder of ACMS, Chicken Shops are not just a business endeavor but a testament to the vibrancy and spirit of her youth and adulthood alike.
Over the past decade, Chicken Shops have transcended their traditional role as fast-food joints to become a grassroots cultural phenomenon. Their influence spans across social media, YouTube, film, TV, retail, comedy, and music, shaping popular culture in ways that resonate deeply with diverse communities. Amid economic recessions, the rise of online delivery services, and even a global pandemic, these establishments have stood defiant, sustaining high streets and fostering a sense of egalitarianism rarely seen in commercial spaces.
Yet, alongside their triumphs, Chicken Shops continue to confront enduring challenges. Chief among these is the pervasive stigma and racial stereotypes that unfairly categorize them. Despite serving as inclusive gathering places for all communities within their respective neighborhoods, misconceptions persist about their clientele and cultural significance. Such misperceptions hinder efforts to authentically engage with these vibrant communities, perpetuating harmful tropes that fail to capture the true diversity of thought and experience.
Anitha Ilangovan passionately advocates for a shift in narrative—one that moves beyond simplistic generalizations about Chicken Shop patrons. She challenges brands and stakeholders to recognise the richness of community perspectives and to engage in meaningful dialogue that embraces rather than marginalizes cultural identities. By fostering open conversations and rejecting outdated biases, we can pave the way for genuine progress and inclusivity in our cultural and economic landscapes.
In this edition of GenB Magazine, we explore Anitha’s journey with ACMS and her unwavering commitment to reshaping perceptions surrounding Chicken Shops. Her insights illuminate not only the resilience of these establishments but also the broader societal implications of embracing diversity in business and beyond. Join us as we delve into a conversation that challenges norms, sparks dialogue, and celebrates the transformative power of cultural entrepreneurship.
Anitha shares: One of the many rewarding experiences since starting ACMS is that not only is it a business that represents my community but also my youth….and to be honest my adulthood too. It’s as much entrepreneurship as it is nostalgia. But what has been the most gratifying is seeing how Chicken Shops have become a cultural grass roots phenomenon over the last decade and seen as much more than just a fast-food place. They are definitely having ‘their moment’ due to its cultural influence across Pop culture which has long been celebrated and respected across Social, YouTube, Film, TV, Retail, Comedy and Music.
The ability of the Chicken Shop to sustain the high street during economic recessions, the rise of the online delivery market and a global pandemic only strengthens its defiance as one of the most egalitarian and diverse establishments to still stand strong against all challenges. The love of fried chicken is a real thing. It’s no coincidence that during the 2011 riots when most shops were ransacked and looted, all the 80+ Morley’s Chicken Shops in South London remained untouched and unharmed.
However, with all the amazing campaigns, activations, partnerships, and brands that we have worked with over the years who have truly embraced the culture and the audience, there is still the same hurdle that seems to recur time and again – ‘the racial stereotype’ and ‘the stigma’. We never really get much more depth than this in the feedback, just these lazy blanket statements with no substance or thought behind it. What is apparent is that with some brands there is a factual and cultural disconnect in the true understanding of Chicken Shop customers, that hinders them to effectively target the various communities who benefit from seeing the message. Chicken Shops have always served ALL communities within the local neighbourhood and the customer make up of each shop is dependent on the ethnic breakdown of each area e.g. shops in Wembley / Harrow shops for example will have a higher South Asian audience vs shops in Lewisham or Peckham which has a higher Black African and Black Caribbean audience.
By considering Chicken Shops to ‘only target Black people’ only reinforces and perpetuates age-old racial tropes that as a collective we should be consciously eradicating. The feedback of ‘we can’t be seen to be targeting Black people’ across Health campaigns that would benefit the community, or statements where ‘we can’t be seen making a connotation of Black people with themes of this show’ when briefed on ENTs crime shows are just some of the outrageous comments received over the years. Words have power and people need to evolve in how they speak about this audience and the subject matter at hand.
Firstly, we need to start taking ego out of the equation and understand that one person’s ‘lived experience’ doesn’t always speak for the rest of the community. One Asian person’s experience doesn’t always speak for the 5.4 million Asian people in the UK and one Black person’s experience doesn’t always speak for the 2.4 million Black Caribbean and Black African people in the UK. There is no monolith in thought in any community and it’s important to not prescribe that the few speaks for the masses. Yes, the lived experiences of others should be heard and understood with sensitivity and empathy, but some brands should be doing more research into understanding the diversity of thought that surrounds these stereotypes and stigmas, and gauge how the wider community feels about these issues. Unfortunately, there are times where the personal experiences of the few can often unknowingly gatekeep racial tropes that keep us regressing instead of progressing.
And then there are the clients who wouldn’t dare step into a Chicken Shop, somehow seem to have so much knowledge and opinion as to why they wouldn’t ever showcase their brand in such an environment. The heart break of knowing that higher education and recruitment brands are so adamant that Chicken shops ‘aren’t the right fit’ for an environment that hits 80% of 16-34s still hurts and still baffles. Education and employment are the two key pillars to help create the foundation to propel the ‘Black economy’ or ‘Asian economy’ or ‘Latino economy’ etc. for real change, yet the awareness of either can’t even be shown in the places representing ethnic culture and people because of a few misinformed clients.
It’s sad that in 2024 we are still at a place where people are seemingly still closed off to opportunities of open dialogue on these issues. That is not to say that one meeting is going to change hearts and minds of those who feel negatively about the environment, they may still feel the same. But respect will always be given to those brands who are open to the conversation. If we are to push the needle forward, we need to start having the ‘tricky’ conversations that might make people feel awkward, but that is not reason enough to not have it. Growth comes from having the uncomfortable conversations, because without this, true progress is stunted
Chicken Shops are more than just places to grab a meal—they are pillars of community resilience, cultural pride, and inclusivity. Anitha’s story reminds us that true progress comes from challenging stereotypes, fostering open dialogue, and embracing the rich tapestry of experiences that define our communities. As we look to the future, let us champion businesses that not only survive but thrive by embodying the values of diversity and unity, ensuring that every voice is heard and every story is told.
