A Decade of Connection: How Chicken N Pickle Grew Beyond Pickleball

With the brand celebrating 10 years, Chicken N Pickle president Kelli Alldredge reflects on what has gotten them to this point.

When Chicken N Pickle opened its first location in 2016, most visitors had never picked up a paddle, let alone heard of the sport. Employees routinely found themselves explaining that pickleball was a blend of tennis, ping pong and badminton before they could convince guests to step onto a court.

Today, that challenge has flipped entirely. Pickleball has become one of the fastest-growing sports in the country, entertainment concepts built around the game continue to emerge and dedicated facilities can be found nearly everywhere.

Yet as the sport has exploded, Chicken N Pickle’s biggest evolution hasn’t been in its courts or restaurants. Instead, the company has transformed from pickleball destination into a community gathering place where pickleball serves as the catalyst rather than the entire experience.

“We just want to foster human connection,” said Kelli Alldredge, the president of Chicken N Pickle. “Whether it’s yoga in the game yard, corporate events, birthday parties or you’re just here with your daughter to have lunch, we love families and the intergenerational relationships that we see happen on our property.”

That shift has allowed the company to stay relevant as the industry around it has changed dramatically.

Chicken N Pickle’s first years were spent introducing people to pickleball. Then came the COVID-19 pandemic, which accelerated pickleball’s popularity nationwide. While many hospitality and entertainment businesses struggled through the pandemic, Chicken N Pickle leaned into its outdoor spaces and continued opening new locations. The period fundamentally changed both the sport and the company’s role within it.

Before the pandemic, the brand’s marketing centered on getting paddles into people’s hands. Afterward, awareness of pickleball surged, allowing the brand to focus on creating experiences around a game that millions of people already wanted to play.

This evolution mirrors the trajectory of the pickleball industry itself. As awareness has grown, operators have found ways to differentiate themselves through hospitality, programming and community rather than providing courts.

For Chicken N Pickle, that meant expanding its definition of success beyond court reservations. Today, its properties regularly host corporate outings, fundraisers, graduation parties, birthday celebrations and family gatherings — many involving guests who may spend as much time eating, socializing and participating in yard games as they do playing pickleball. In fact, the company’s mission statement doesn’t mention pickleball. Instead, it emphasizes creating inclusive spaces where people connect.

As more dedicated pickleball venues have entered the market, Chicken N Pickle has resisted chasing every emerging trend. Rather than focusing on advanced technology or performance metrics, the company doubled down on accessibility.

“I want us to be the first place people play,” said Alldredge. “I want to create this non-intimidating atmosphere where you’re not just showing up at a public park and making a fool out of yourself. Come to Chicken N Pickle, let us teach you, let us foster the game and make sure everyone feels really comfortable on our property.”

That philosophy extends well beyond beginner clinics. The company regularly hosts adaptive pickleball programing, including events for deaf and blind players and individuals with autism. Youth camps have also become a major growth area, creating an early pipeline of future players while introducing entire families to the sport.

The emphasis reflects one of pickleball’s greatest strengths: its ability to welcome nearly anyone regardless of age, skill level or athletic background. In today’s market, inclusivity is just as important as the number of courts in a facility. The more inclusive a club, the more people will want to come and play at the club.

Experience has also reshaped how Chicken N Pickle approaches facility design. Its earliest locations featured limited event space because leadership initially underestimated how much demand there would be for celebrations and private gatherings.

New facilities are intentionally designed with those in mind, showing how pickleball may attract guests but thoughtful gathering spaces encourage them to stay.

That thinking has also influenced how the company responds to increasing competition. Despite a significant expansion in public courts and commercial pickleball facilities over the past decade, Chicken N Pickle has welcomed the sport’s accessibility.

“I love that pickleball’s accessible,” said Alldredge. “We welcome that. It truly is just growing the game, and we love that.”

That commitment to accessibility extends to pricing. The company has not raised its pickleball rates since opening its first location in 2016, even as competition and real estate costs have climbed across the industry.

And according to Alldredge, their differentiator comes from creating an environment where people choose to spend time together.

As experiential entertainment and eatertainment concepts continue to grow, Chicken N Pickle believes demand for places that encourage face-to-face interaction will only increase.

For Alldredge, success isn’t measured solely by guest counts or expansion plans. Sometimes it’s as simple as observing what people are — or aren’t — doing.

“When I walk on a property, the first thing I look at is who’s on their cell phone,” said Alldredge. “Unless you’re making a TikTok or taking a selfie, if you’re sitting there on your phone, we’re not doing our job.”

This reflects the company’s broader vision for the next decade. While additional growth remains a priority, Chicken N Pickle also sees opportunities through acquisitions and partnerships that expand its community first-model into more markets. Regardless of how it grows, the company intends to remain focused on creating destinations where pickleball is only one part of a larger social experience.

That may be the company’s biggest lesson from its 10 years. The company started by betting on a sport few people recognized. Now, it’s going into its second decade recognizing that while pickleball may bring people through the door, it’s meaningful human connection that keeps them coming back.

Jordan Meek

Jordan Meek is a staff writer for Pickleball Innovators, where she covers the rapidly evolving business of pickleball — from facility growth and technology to player experience and industry strategy. A graduate of Denison University with a degree in Journalism, she joined Peake Media in 2025 and brings a passion for storytelling and curiosity to every piece. Jordan is driven to spotlight the leaders shaping the sport and uncover insights that help operators thrive in the fastest-growing game in America. Reach her at jordan@peakemedia.com.