Dave's Hot Chicken is leaning into pop culture with a new partnership alongside Marvel Animation's X-Men '97, introducing a limited-time promotion designed to appeal to both food enthusiasts and comic book fans. Beginning July 1 and continuing while supplies last, guests can purchase themed meals accompanied by collectible figurines inspired by some of the franchise's most recognizable characters.
Customers can choose between a Slider and Fries combo or Bites and Fries, with each order including a blind-bagged figure featuring Wolverine, Cyclops, Storm, or Jean Grey. The promotion extends beyond the restaurant counter, with additional digital content and collectible pins available through the Dave's Hot Chicken app, creating an immersive experience for fans.
Arman Oganesyan, Co-Founder and Chief Brand Officer of Dave's Hot Chicken, said the collaboration reflects the company's longstanding enthusiasm for food, music, sports, and entertainment culture. Chief Executive Officer Jim Bitticks added that the partnership celebrates the return of X-Men '97 while staying true to the brand's identity and connection with its customer base.
The campaign illustrates how restaurant brands are increasingly turning to entertainment partnerships to strengthen engagement and encourage repeat visits. Limited-edition merchandise, digital experiences, and collectible offerings have become effective tools for creating excitement around menu launches and seasonal initiatives.
Franchise operators pursuing similar audience-driven campaigns may benefit from platforms designed to support promotional execution at scale. Gorilla Dash offers Competitions and Promotions capabilities that help brands organize limited-time activations, coordinate campaigns across multiple locations, and maintain consistency throughout customer-facing initiatives. As experiential marketing continues to evolve, well-executed promotions can provide franchise systems with new opportunities to deepen customer loyalty and amplify brand visibility.
