Yum! Brands, the parent company of KFC, Pizza Hut and Taco Bell, is introducing a new quick service restaurant (QSR) brand which claims to be the home of "The Last True Chicken Sandwich." The restaurant, known as Super Chix, will open its first location on April 9 in Arlington, Texas.
While KFC offers a broad array of chicken products, Super Chix will have a more scaled-down menu. Super Chix chicken product offerings are limited to chicken sandwiches and chicken tenders. The sandwich is offered plain, with cheese, and with cheese and bacon. The tenders are offered in three-piece, four-piece and six-piece servings. Chicken sandwiches and tenders are also the main entrée in kids' meals. According to the Super Chix website, all Super Chix chicken is marinated daily, then hand-breaded and cooked in 100 percent refined peanut oil. The chicken contains no monosodium glutamate (MSG), high-fructose corn syrup (HFCS) or phosphates.
Super Chix also serves fries, frozen custard, soft drinks and salads. Additionally, the restaurant provides catering services.
Super Chix and KFC are owned by the same parent company, but the two restaurants operate separately from each other. While the opening of Super Chix has been described by some as a Yum! Brands response to counter Chick-fil-A, which recently surpassed KFC as the biggest selling chicken QSR in the United States, a Yum! Brands spokesperson has dismissed that suggestion.
"This concept is not being considered to go up against U.S. competitors. It is being considered for international purposes," Yum! Brands spokeswoman Virginia Ferguson told the Dallas Morning News.