Zaxby’s is approaching a significant milestone as it accelerates its expansion strategy across the United States. The fast-casual chicken chain is now on pace to reach 1,000 locations, supported by a development pipeline that stretches into new states and introduces innovative restaurant formats. The company expects to open more than 50 stores this year alone, with a presence now spanning 19 states, six of them new for the brand.
Mike Mettler, chief development officer, said the momentum reflects a combination of franchisee confidence and customer demand. “We’re on the cusp of a major milestone for Zaxby’s, and the energy behind our development pipeline has never been stronger,” he said. Multi-unit operators have been particularly drawn to the brand’s model, fueling agreements with 27 new franchise groups since the company refreshed its executive leadership team.
A major element of the expansion is the introduction of the Modern Farmhouse prototype, which recently opened in Madisonville, Tennessee. Smaller in scale but efficient in design, the format allows for flexible layouts including in-line versions like the one now operating in Chapel Hill, North Carolina. Chief executive Bernard Acoca noted that the company envisions a 30-seat restaurant performing at the same level as older 56-seat models, reflecting a shift toward leaner, more adaptable builds.
Marketing has also played a central role in Zaxby’s recent surge. National campaigns such as “Who’s Got the Sauce?” featuring actor Omar Epps have connected with younger audiences, particularly Gen Z and Gen Alpha consumers. Limited-time offers like dry rub flavors and the popular Lemon Pepper chicken have driven incremental sales and reinforced the brand’s reputation for menu variety.
Operational adjustments are adding to the growth story. Select locations have introduced Late-Night Zax service, extending hours to capture evening traffic. Early results have shown promising engagement from younger diners and late-shift workers. These initiatives are part of a broader strategy to position Zaxby’s as a brand that adapts to shifting consumer lifestyles while remaining true to its roots in chicken and signature sauces.
The company’s entry into new markets, including Nevada and Arizona, underscores its intent to expand beyond its Southeastern stronghold. Recent openings in Las Vegas and Phoenix illustrate a calculated push into western territories that were previously untapped. The combination of geographic expansion, evolving prototypes, and targeted marketing has created momentum that many franchisees see as a clear opportunity for growth.
As the brand edges closer to 1,000 restaurants, Zaxby’s leadership emphasizes that sustainable growth depends on more than store counts. By pairing development with franchisee support, operational innovation, and a focus on guest experience, the company is positioning itself not only as a competitor in the crowded chicken category but also as a case study in how franchising models can evolve to meet modern consumer demands.
