Kidnapping at Shaquille O’Neal’s Big Chicken Causes Hilarious Hunt

You know how Shaquille O’Neal has a stake in everything from Krispy Kreme to Papa John’s? Well, Big Chicken hits different—it’s got him baked right in. The jokes, the swagger, the 7-foot personality served up on a plate (or sometimes standing in the corner as a giant cut-out). Now imagine if somebody just… walked off with that personality. Wild, right? We’re talking about a four-time NBA champ, a Hall of Famer, a TV icon—and one of the fastest-growing names in the restaurant game. And yet, somehow, even the Shaq-ness wasn’t safe from getting “snatched.”

Big Chicken Shaq just dropped a wild update on Instagram—someone straight-up swiped the cardboard cutout of their 7-foot founder from the Gilbert, AZ spot. Yep, “Flat Shaq” has officially gone missing. The restaurant posted, “PSA: Flat Shaq at @BigChickenGilbert in AZ has been kidnapped. Face blurred, but if you hear anything — and know this chicken’s mom — let us know.”

They’re asking for the help of everyone in the area to tag them with #FlatShaq so they can “bring him home.” Surveillance cameras caught the whole thing, but for now, Gilbert folks, the Shaq-hunt is on. Well, of course, it’s also a genius way to get people talking.

For Shaquille O’Neal, Big Chicken’s success isn’t just about stacking up sales—it’s about building what he calls a championship team, one that brings the community together and leaves people with memories worth sharing. When he launched Big Chicken, Shaq didn’t hide behind closed doors—he built the brand out in the open. His take on marketing? Keep it simple. You don’t need deep pockets to make noise.

That same mindset fuels how Shaq connects with his audience online. He’s not just selling chicken—he’s selling laughs, motivation, and the occasional peek into his business moves. “Sixty percent of my posts are to make you laugh, 30% to inspire you and 10% to show what I’m involved in,” he explains. It’s part of his bigger mission to bring joy, whether through a sandwich or a silly video. “I want to laugh because when you laugh, it releases those endorphins in the face and helps you relieve stress,” he told Entrepreneur last year. “I understand that. I realize that. I want to make people laugh.”

Shaquille O’Neal’s Big Chicken is growing

Back in 2018, Shaquille O’Neal took his love for big flavor and even bigger portions and turned it into a restaurant—Big Chicken. What started in Las Vegas with just a couple of dozen locations has since turned into one of the fastest-growing names in the fast-casual dining game. By 2021, Shaq and his partners decided to open the doors to franchising, and the numbers took off. Now, there are more than 350 locations in development across the U.S. and even overseas, making Big Chicken a true coast-to-coast—and beyond—player.

The road wasn’t all smooth. Sure, there were grand openings in Houston, Lubbock, Fort Worth, and Tampa, but there were also a few bumps—like one Houston spot closing suddenly, a California store going quiet, and some Arkansas franchisees deciding to go their own way. Still, Shaq’s team stuck to a slow-and-steady strategy, carefully picking the right franchisees to protect the brand. As CEO Josh Halpern put it, “One of the most common mistakes I see from what could be a great brand is that they expand too quickly without the right infrastructure to support the growth…” That patience is paying off.

And of course, Shaq knows how to make an entrance. In June, when Big Chicken opened in Tampa, the grand opening went full Shaq-mode. “The first 34 guests in line on opening day will win free Big Chicken for a year—$10 a week of bold flavor,” the team promised. Fans could grab everything from the Original Big Chicken sandwich to The Ultimate—loaded with mac and cheese, crispy onions, and garlic BBQ aioli—plus fries and milkshakes. Big energy, big bites, and a bigger-than-life founder—exactly what you’d expect from Shaq. Now, with this latest “theft” in the mix, it’s either the next chapter in his streak of bad breaks… or maybe his most creative comeback yet.