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Friday, April 16, 2021

[EXCLUSIVE] Willy Bitter is Launching a Hot Chicken Concept: Howlin' Willy's

After more than 25 years in the burrito business and with more than 30 Willy's Mexicana Grill restaurants open, company founder Willy Bitter is launching a new concept: Howlin' Willy's.  Slated to soft open next week in Midtown, Howlin' Willy's will feature several hot chicken varieties as well as a few sides.  The initial location, a mere 800 square feet or so, will serve as a the "proof of concept," and if successful, could be the first of several he opens.  The Midtown outpost will be adjacent to the existing Willy's at 1071 Piedmont Avenue on the edge of Piedmont Park.  

Bitter has reportedly been toying with the idea of a hot chicken chain for several years but having pulled back on potential regional expansion due to COVID-19 and with a growing supply of second generation restaurants Bitter figured now was as good a time as any to launch the new concept.  Additional "shop-in-shop" locations - ones located within or adjacent to existing Willy's restaurants - could follow soon with the potential for other freestanding/inline locations as well.  Future locations would likely be 1,500 to 2,000 square feet.  

Howlin' Willy's is opening in space previously used by the Piedmont Park Conservancy facing Piedmont Park.  The space, along with a larger suite beside it, were previously to be part of a pair of new concepts from the owners of The Nook on Piedmont Park, but after announcing plans for the concepts in 2017, the plans were abandoned in  2019.  Howlin' Willy's will share some kitchen and dining space with Willy's Mexicana Grill, with a new Shake Shack expected to open in the larger vacant space in a few months.  

According to JC Garcia, President of Willy's, everyone is very excited about the new hot chicken concept and like anything Willy does, it's a "step above."  The menu will initially be limited to three chicken options - sandwich, tenders or wings - but will be expanded in the coming weeks to include more variety such as a quarter, half and full bird.  Having experienced some disappointing sandwich breads in our day, we were pleased to hear the restaurant will feature buns from locally owned Engelman's Bakery.  Side options include a gourmet three cheese mac & cheese and apple pie, as well as soft serve, a recent addition to Willy's at the park.  

Garcia tells ToNeTo Atlanta that the chicken will come in four heat levels - not hot, kinda hot, Willy hot and Howlin' hot, with top heat level including ghost pepper.  Check averages are expected to be slightly higher than Willy's, with Garcia expecting individuals to spend between $9 and $14.  

While several years ago Howlin' Willy's could have been among the first hot chicken concepts in town, their entry now comes at a time when chains like Hattie B's and Joella's have already set up shop and upstart concepts like Scoville Hot Chicken recently launched.  We at ToNeTo Atlanta are definitely team Willy's and are definitely looking forward to checking out the "kinda hot" sandwich!  

Howlin' Willy's is currently slated to open weekdays starting Monday April 19 through Friday April 23, 11AM to 4PM.  Additional hours, weekend service and an expanded menu are expected to be introduced in the coming weeks.  One nagging issue facing not only Willy's, but basically every other restaurant in town and in the country, is staffing.  According to its website, Willy's offers employees great benefits and free burritos with Garcia telling ToNeTo Atlanta that the company is also incentivising current and new employees to get vaccinated.  Those wishing to join the Willy's team at any of their Atlanta area restaurants should apply here

Are you excited about the idea of a Willy's backed hot chicken joint?  What is your favorite hot chicken in town?  Where would you like to see Howlin' Willy's open next?

Please share your thoughts below. 

4 comments:

  1. They have a lot to live up to. Scoville is currently the king and in my opinion its going to take some really good hot chicken from this place to top them.

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  2. After Howlin' hot, he should offer Scorned Woman!

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  3. After this pandemic, I would not be surprised if many restaurants become drive through and pick up only. This will save on rent and minimize the problem of finding help. Some of these restaurant owners need to think outside the box for help.

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  4. I don't understand hot chicken. I can't taste anything but the hot sauce so they might as well serve the sauce on a cracker and skip the chicken

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