Some nine months after KFC opened its first "fast casual" restaurant KFC eleven in Louisville, parent company Yum Brands is almost ready to unveil another new concept. Ad Age reports that Yum Brands is behind a new fast food operation called Super Chix opening this week in Arlington, Texas.
The Super Chix website makes no mention of Yum Brands, and credits "three food-obsessed friends who believed chicken could and should be better" as the creators of the restaurant. Reps from Yum Brands say the store will be "an exploratory concept that may in the future be considered for international purposes" and that it is only in its "infancy."
With its focus on fried chicken sandwiches, Super Chix may be an attempt for Yum Brands to compete more directly with the often-controversial but cultishly adored Chick-fil-A. A menu of "fresh frozen custards" also suggests Super Chix may be borrowing from the Shake Shack playbook.
· Super Chix [Official]
· Yum Targets Chick-fil-A With Concept Store in Texas [Ad Age]
· All Fast Food Coverage on Eater [-E-]