Tuesday, August 31, 2021

[UPDATE] Super Chix Bringing "The Last True Chicken Sandwich" to Georgia

A Texas-based chicken chain is entering the Georgia market with a location planned for The Avenue Peachtree City in Peachtree City.  Super Chix, which started in Dallas in 2014 and was until 2015 a concept in KFC-owner Yum! Brands' portfolio, has since grown to ten locations with dozens more planned.  In Peachtree City they will open in a 3,805 square foot space in the mixed use project that was previously home to an Atlanta Bread franchise.  Super Chix bills itself as a "premium fast-casual dining experience: "We are the anti-chainy chain." 

Some have likened Super Chix to Culver's and Freddy's in that like their burger brethren, Super Chix positions themselves as a premium, quick-serve option boasting their hand-cut fries, fresh, never frozen, chicken, and "world famous" potato buns. 

The Super Chix menu features several fried and grilled chicken sandwiches as well as fried chicken tenders and assorted salads topped with fried or grilled chicken.  The menu also includes hand-cut fries, fried pickles and even coleslaw, a side dish that rival Chick-fil-A famously removed from their menu in early 2016 in a move to add "variety" to their offerings.  The restaurant also features in-store churned, hand-dipped, premium frozen custard.

"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 recipes 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."  

Super Chix is at least the third growing chicken chain to enter the Georgia market recently.  

Huey Magoo's, which specializes in tenders, entered the greater metro Atlanta market in late 2019 with a unit in Loganville.  This past April, the Hollywood, Florida-based chain added additional locations in Valdosta and Milledgeville with a fourth coming soon to Oakwood, near Gainesville, where the chain is converting a former Steak 'n Shake.   

Fayetteville, Arkansas-based Slim Chickens, which offers tenders, wings, sandwiches and wraps, among other offerings, opened their inaugural Georgia unit August 26 in Evans near Augusta.  The restaurant, located at 4311 Washington Road, replaces another fledgling chicken chain, PDQ, which opened their ground-up restaurant in Evans in 2014 before closing it in late 2019.  

All three new entrants face steep competition from existing operators such as Chick-fil-A, Zaxby's and Popeyes, not to mention Raising Cane's and Guthrie's, both of which have been scouting Georgia for new locations, according to sources familiar with their plans.  

According to a January 14 release on the Super Chix website, the Peachtree City outpost is one of five the company has development agreements signed for in the "south Atlanta, GA market."  

Social media posts by The Avenue Peachtree City indicate they anticipate the new Super Chix restaurant will open before the end of the year.  

Have you ever eaten at Super Chix?  What is your favorite quick-serve chicken chain?  What quick-serve restaurant would you most like to see some to metro Atlanta?

Please share your thoughts below.

6 comments:

Anonymous said...

I've never even heard of this place. But I am a fan of chicken.

Ham said...

Chick-fil-a is really hard to beat with great food and excellent service. I was out of town on business and pressed for time, so stopped into a McDonald's and remembered right away how superior Chick-fil-a really is. I would like to try Super Chix if the move north a little more.

CloseOTP said...

I'll give it to CFA on service, but that's it. Compared to all the new chicken sandwiches, IMO, they've fallen quite a bit in the Chicken Sandwich Wars!

BigRedDogATL said...

I really wish that PDQ would open locations in the Atlanta area. The closest location currently is in Greenville, SC. They beat the pants off of Zaxby's, which is way too salty for my taste. Guthrie's is good, but they closed locations in Peachtree Corners and the Perimeter years ago. The closest Guthrie's is up in Canton, Ga. And Raising Cane's is in Athens, not the metro Atlanta area.

As for chicken sandwiches, it seems everyone's brother is now selling a chicken sandwich. Some of the premium brand offerings are just way too expensive for what you receive. While Chick-fil-A sandwiches are good, what sets them off is the excellent service you get at their locations. If some of the other players find a way to beat the Chick-fil-A service, then they could be in trouble.

Anonymous said...

I like a chicken! Hope it’s nice.

Anonymous said...

@BigRedDogATL,

Amen on PDQ. I really think they would take off in the 'burbs around here. It's an upscale chicken finger restaurant, with CFA-like service touches.

There is a Guthries nearby, just OTP on Veterans Memorial in Mableton. I think they opened sometime last year.

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