Zaxbys opened its first New York City location in the Bronx at the end of June, marking a significant step in the chain’s national expansion. A second restaurant is set to open in Manhattan in the coming weeks, bringing the fast-casual chicken brand’s total footprint to two stores in the state. The Bronx site measures roughly 2,000 square feet and accommodates 15 customers.
The openings are part of a broader strategy to leverage the popularity of chicken tenders into a national growth plan. Zaxbys, now a 1,000-unit chain, is focusing on nontraditional development and northward expansion to capture new markets. This push has already led to deals in Maryland, New Jersey, and Pennsylvania throughout 2024.
The brand’s annual net openings increased from 19 in 2023 to 36 in 2025, when it officially crossed the 1,000-unit mark. Zaxbys CEO Bernard Acoca described the New York launch as an “exciting milestone” in a company statement, noting that the Northeast represents a significant chapter for the company.
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The Manhattan location at 1267 First Ave. will feature a 16-seat dining room and self-ordering kiosks. It joins a roster of recent moves that includes the first stores in Phoenix and Las Vegas and the signing of a deal covering a military base. Last June, the chain appointed Waffle House alum Russell Holland as chief development officer, a move that came after he spent time leading the company’s nontraditional growth strategy.
Unit growth for Zaxbys is occurring within a broader industry trend. Raising Cane’s crossed the 1,000-unit threshold earlier this year, and other chains like Wingstop and Dave’s Hot Chicken are pursuing aggressive expansion. Layne’s Chicken Fingers, a smaller regional brand, is also attempting to secure a national presence.
This surge in chicken concepts is forcing legacy players to adapt. Chains including KFC and Popeyes are investing heavily in brand turnarounds, while major QSR giants like Wendy’s, McDonald’s, and Taco Bell have added chicken strips to their menus over the last 18 months. With consumer price sensitivity high, this expansion of chicken concepts and the addition of chicken to menus at previously existing brands could intensify the competition in the sector, ultimately slowing growth for individual brands.