Yum! Brands testing another 'better-chicken' concept

April 7, 2014

A new concept called Super Chix is up and running in Arlington, Texas. According to Ad Age, the restaurant is being tested by Yum! Brands, and features a limited menu of chicken sandwiches, chicken tenders, French fries, beverages and frozen custard.

As the Ad Age article points out, nowhere on the Super Chix website does it mention that the concept is from Yum! Brands, which is also the parent company of KFC, Taco Bell and Pizza Hut. Super Chix's Facebook page states that three "food-obsessed friends who believed chicken could and should be better" opened the location on June 12.

Via the website and its social media channels (Facebook, Twitter and Instagram), Super Chix brands itself as "The last true chicken sandwich."

"At Super Chix, we are super into chicken. We think it's just about the most perfect food in the world. And we wanted our recipe to celebrate all that perfection. So we did something drastic. We decided to keep it simple. We decided to bring to you The Last True Chicken Sandwich," the site says.

Its chicken sandwich toppings include pickles, onions, jalapeno peppers and a variety of sauces to choose from, such as Sriracha, smokey honey pepper and a signature sauce.

A Yum! spokesperson told Ad Age that the concept is "exploratory" and may be considered in the future for "international purposes."

"It is only in its infancy stage. We've explored other concepts over the years and they provide interesting learnings," she said.

Another fledgling concept from Yum! Brands — KFC eleven — is also focused on the "better-chicken" category. 

Topics: Chicken , Food & Beverage , Marketing / Branding / Promotion

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