Zaxbys Cracks the New York Market With Two Summer Openings

When a Southern chicken chain born in a small Georgia town decides to plant its flag in the Bronx and Manhattan in the same summer, that's not just another store opening — it's a statement. And Zaxbys is making it loud.

The Atlanta-born brand, famous for its Chicken Fingerz™ and 12 signature sauces, is officially touching down in New York, one of the most scrutinized and unforgiving restaurant markets in the world. For a concept that has spent 36 years building its reputation across the South, cracking the Big Apple represents both a milestone and a proving ground.

Two Openings, One Ambitious Market

Zaxbys isn't dipping a toe in. It's opening two locations across New York's most iconic boroughs, pushing the brand's operations into a 24th state.

The first restaurant opened June 29 at 3260 Boston Road in the Bronx. The roughly 2,000-square-foot space seats 15 guests and offers both dine-in and drive-thru service — and by the brand's account, the soft opening drew long lines of curious New Yorkers eager for their first taste.

Later this summer, a second location arrives on Manhattan's Upper East Side at 1267 First Avenue. At 2,800-plus square feet, the Manhattan restaurant will seat 16 guests and showcase the brand's modern farmhouse-inspired design, along with self-service ordering kiosks. More details are expected closer to the opening date.

Guests at the Bronx location can order ahead through Zaxbys.com or the Zaxbys app on Google Play or the App Store, and earn points through the Zax Rewardz loyalty program with every purchase.

From Statesboro to the Big Apple

Zaxbys was founded in 1990 in Statesboro, Georgia, on a simple but original idea: make Chicken Fingerz the star of the menu, not a side item. That neighborhood restaurant has since grown into a brand with more than 1,000 locations nationwide.

"New York is one of the most influential food cities in the world, and we're incredibly proud to introduce Zaxbys to this market," said Bernard Acoca, Chief Executive Officer of Zaxbys. "Opening our first two restaurants in New York this summer marks an exciting milestone in our growth journey and a significant chapter in our expansion across the Northeast. Whether its Southern transplants looking for a taste of home or New Yorkers discovering our Chicken Fingerz and signature sauces for the first time, we're excited to share the Southern hospitality and bold flavor experiences that have made Zaxbys a fan favorite for more than 35 years."

To mark the debut, Zaxbys plans a series of events across the city this summer — from menu innovations inspired by New York's iconic food culture to community-focused experiences and surprise moments for fans. In 2025, the brand was recognized as Transformational Brand of the Year by QSR Magazine.

Why It Matters

Zaxbys' New York entry is a case study in how regional QSR brands scale into premium, high-cost, high-competition markets — and there are real takeaways for operators watching the chicken category tighten.

• The chicken wars are going national. With chicken fingers, sandwiches, and sauces driving one of QSR's most competitive segments, Zaxbys entering New York signals that regional players see the Northeast as open territory worth fighting for. Operators in adjacent categories should expect intensified competition for the same craveable, sauce-forward dayparts.
• Small footprints, big flexibility. At roughly 2,000 to 2,800 square feet with 15–16 seats, these are compact, urban-format builds leaning heavily on drive-thru, kiosks, and mobile ordering. That's the playbook for expensive real estate markets — a model worth studying for any operator eyeing dense metros.
• Loyalty and digital lead the launch. The emphasis on the Zaxbys app, order-ahead, and Zax Rewardz shows how first-party digital and loyalty programs are now table stakes for market entry, not afterthoughts.
• Brand story travels. Zaxbys is selling Southern hospitality and heritage to both transplants and first-timers. For operators, it's a reminder that a clear, consistent brand narrative is a durable asset when entering unfamiliar markets.

For procurement directors, foodservice executives, and franchise-minded operators, the through-line is clear: disciplined expansion, format flexibility, and digital-first customer acquisition are how legacy regional concepts break into the toughest rooms in the industry.

The Takeaway

Zaxbys has spent 36 years perfecting its bold-flavor, high-hospitality formula in the South. New York will test whether that formula resonates in a market that eats everything and forgives nothing. If the Bronx lines are any indication, the saucy chicken chain has a real shot.

Following how QSR brands scale is one of the most instructive stories in the business right now. For more on the concepts and operators driving the segment, explore our coverage of restaurant franchises to consider and how emerging brands are expanding into new markets.

Do you think Southern chicken concepts can win over New York diners? Weigh in and share your take in the comments.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.