After losing some of its chicken mojo to Chik-fil-A over the past few years, KFC owner Yum! Brands appear to be striking back. According to Ad Age, Yum is opening a premium chicken sandwich shop Super Chix in Arlington, Texas this week.
Super Chix is being introduced with little fanfare — there’s no mention of KFC or Yum! Brands on the restaurant’s website and only a small social media presence for advertising. The restaurant offers a limited menu that features customizable chicken sandwiches, tenders, and fries, with custards for desert. The website’s language emphasizes quality, boasting that their chicken is “hand-breaded and cooked in 100% refined peanut oil” with “No MSG, HFCS, or phosphates.”
In an email to CNBC, Yum spokesperson Virginia Ferguson stated that Super Chix will test the waters for an international chain, but the restaurant isn’t designed to go toe-to-toe with other prominent United States chains. It would be surprising, however, if the reigning premium chicken sandwich champions at Chik-fil-A weren’t taking note.
Adam D'Arpino is the Restaurants Editor at The Daily Meal. Follow him on Twitter @AdamDArpino.