How Wauconda High School students are helping local eatery redefine itself

The Side Lot restaurant in Wauconda won't be changing its name to The Chicken Coop as suggested, but menu and programming tweaks are on tap based on ideas from Wauconda High School marketing students.

The suggestions come from the school’s first Bulldog Business Battle, a competition involving 58 students on 12 teams. Each team created a restaurant concept from the ground up by researching consumer trends, developing menus, creating a branding and marketing strategy, and more.

“These students represent the next generation of diners, creatives and consumers in Wauconda and their insights carry real weight,” said Phil Castello, who co-founded the restaurant at 110 Slocum Lake Road with Brittany Barth.

Castello said the Bulldog Business Battle aligned with The Side Lot’s shift in focus from the 21-and-over crowd to welcome students, families and customers of all ages.

One takeaway, he said, is how often the younger crowd leaves town for lunch or to meet with friends.

“That’s something we take seriously if we’re talking about building a stronger, more vibrant Main Street,” he said.

The competition began after Barth approached Ryan Geary, a business teacher at Wauconda High School and adviser to its Future Business Leaders of America chapter.

“I wanted to take advantage of this opportunity,” said Geary, who shepherded the six-week program offering real-world marketing experience by working directly with a community business. “This is the first time we've done anything like this.”

Classes visited The Side Lot to get a sense of the space, and industry experts visited the classroom. Each team prepared short “elevator pitch” videos as the field was trimmed from 12 to eight in the semifinal.

“It was like a ‘Shark Tank’ presentation — there wasn't a team that had a bad idea,” said Castello, referring to the popular television show featuring entrepreneurs pitching businesses to big money investors.

“The feasibility of the ideas is what we have to figure out now,” added Castello, who was on the panel of judges Wednesday night for the final presentations.

Judges praised the winning “Chicken Coop” presentation for its strong identity, clear brand vision and smart alignment with modern dining trends, according to Castello.

The winning entry centers on a Southern-fried crispy chicken concept with approachable comfort food and custom sodas, and an environment designed with families and younger diners in mind

Geary said the impact of the Bulldog Business Battle “is monumental when you talk about an opportunity to make learning real. And it will be real.”

The Chicken Coop team received a $200 The Side Lot gift card and will have elements of their presentation incorporated in future menus, programming and potential operational shifts.

Every Friday in January, The Side Lot will showcase dishes, drinks or concepts inspired by all eight teams.

“These kids aren't just pitching ideas — they're shaping the future of local business,” Castello said.

Geary hopes the battle will return.

“We're looking to see if this is something that can take off as a concept for another business,” he said.