Inside Yum! Brands' Super Chix

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.” 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

Pricing has driven restaurant sales growth for the past 2 years

The Bottom Line: Restaurant sales have grown for most of the past two years. But they haven't kept pace with menu price inflation, suggesting the industry is saturated again.

Food

Restaurants can learn some foodservice tricks from supermarkets

State of the Plate: Nancy Kruse, RB’s menu trends columnist, says grocers are stepping up their game, and restaurants need to keep up.

Financing

So you are opening a restaurant in a Walmart? Good luck with that

The Bottom Line: The retail giant is adding regional restaurant chains to its stores, giving them some key exposure. But there are some real drawbacks to pay attention to.

Trending

More from our partners