Since opening in April, Super Chix has snagged much attention, and not necessarily because of its food. Some speculate that Super Chix is parent Yum! Brands’ attempt to clone Chick-fil-A, an assertion that it has denied. But Yum! admits the test store in Arlington, Texas, is a bold experiment.
The menu is limited: chicken sandwiches and tenders, french fries, a few salads and frozen custard. “We’re not trying to be everything to everybody,” says co-creator Nick Ouimet.
The signature—being touted as “the last true chicken sandwich”—sells for $3.95, $7.20 as a combo with fries and a drink and $8.95 as a combo with frozen custard are filled in 3 to 5 minutes as guests filter through a Chipotle-like line. Back of house, chicken is breaded on a refrigerated table made for Super Chix.
Feedback has brought operational tweaks, such as decreasing the hole size on the fry-seasoning lid for a more consistent application, says Ouimet, who sees room in the chicken-and-fries category for “slightly smaller, premium-quality concepts.”