A lot of success has come along the way for Shaquille O’Neal and his brands. Shaq-A-Licious XL Gummies surpassed 10 million bags sold—a testament to his marketing savvy. But the influence of Big Aristotle is also a double-edged sword, as some legal obstacles have marred some progress. First, it was in the crypto world with FTX litigation, and now with a brand close to his heart. A few months ago, Big Chicken underwent a major change to develop further locations, but legal troubles continue to pile up.

Four-time NBA champion Shaq served as a paid spokesperson for FTX and its Astral NFTs program. Some time after the Lakers legend joined, the company fell apart. He joined a class-action suit alleging that celebrity promoters misled investors by marketing unregistered securities. In August 2024, a Florida judge ruled Shaq had no managerial role at FTX. However, acknowledged his high-profile endorsements. As per Bloomberg, the Big Aristotle agreed to pay $11 million to a class-action settlement fund.

The number is yet to be confirmed. But, in November, a federal judge approved Shaq’s settlement; Judge Moreno affirmed it in April. But that’s not the only issue that Shaquille O’Neal faced. Big Chicken debuted in Las Vegas in 2018 and now boasts 40 open units, with 350 more in development. Plus, it also earned the accolade of the “2024 Brand of the Year” from the International Franchise Association.

On March 10, the Lake Charles Planning & Zoning Commission unanimously denied Big Chicken’s permit, driven by traffic woes, pushing the City Council vote to June 4, 2025. The commission decided after several Sarah Lane residents opposed the proposed restaurant location. The Awan family appealed, shifting the City Council vote from May to June 4, 2025—delaying Big Chicken’s entry.

The Lake Charles City Council was set to vote at their May meeting, but NOLA.com reports that the vote has now been deferred to June 4, 2025, after the applicants requested more time. So, Shaquille O’Neal’s Big Chicken future in Lake Charles, Louisiana, is up in the air.

Shaquille O’Neal handed over the reins of his personal brand to achieve higher success

Shaq cracked the success metric of the franchising model with Five Guys, Papa John’s Pizza, and Krispy Kreme. That’s why the success of Big Chicken since 2018 is unprecedented. Big Chicken is already established in 40-plus locations open and more than 350 in development! To aid in this development, a few months ago, Shaquille O’Neal’s brand entered into a partnership with Craveworthy Brands.

Shaq tapped Craveworthy Brands, the Houston-based platform behind Fresh Brothers Pizza and Hot Chicken Takeover, to serve as managing partner, investor, and stakeholder, entrusting the brand’s day-to-day operations to experts while he focuses on vision and outreach. Multiple outlets have shut down, some even within a year of their launch. Despite that, new locations continue to be in demand. Craveworthy CEO Gregg Majewski will leverage his platform’s 200-location portfolio and proven systems to refine operations, while Big Chicken CEO Josh Halpern retains the helm, ensuring brand consistency amid rapid growth

The alliance already paved the way for Big Chicken’s first Pennsylvania outpost at oLiv Hetzel in State College, owned by Core Spaces—a deal brokered by commercial realtor Kandy Weader, confirming Shaq’s recipe for combining community roots with corporate muscle to unlock new markets. Even if one door closes on Shaquille O’Neal’s plans, his savvy business acumen continues to thrive with other plans.