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.” 

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