Dive Brief:
- Bojangles is coming back to New York City after a nearly four-decade absence, thanks to a 20-unit franchising agreement the chicken chain signed with Habib Hashimi, according to a Wednesday press release.
- The first unit under the agreement is in construction in East Flatbush, a neighborhood in Brooklyn, and is expected to open during the winter. The remaining units will be built over the next 10 years.
- The New York deal will help the Southern brand establish a major foothold in the Northeast just as its competitor Zaxby’s looks to expand into Pennsylvania and New Jersey.
Dive Insight:
Bojangles, like other chicken chains, has grown steadily in recent years, with its unit count rising from 773 at the start of 2022 to 825 at the end of 2024, per its franchise disclosure document. The New York City market will provide high foot traffic and dense urban neighborhoods, which the chain said is ideal for introducing the brand’s Southern flavors to an entirely new audience.
Hashimi brings significant experience operating QSRs in New York and Connecticut, according to the press release.
Bojangles also signed a 35-unit deal to open locations in New Jersey with an unspecified franchisee, according to the press release, which gives it a development target of about 55 units in the Northeast.
The brand has relatively strong unit economics, according to its FDD, with average gross sales of about $2.4 million at its full-sized franchised locations, which comprise a majority of its store base.
The increase in demand for chicken overall has helped propel growth across concepts spanning a wide range of culinary traditions. Korean chain Bonchon is looking to more than triple its U.S. unit count. Filipino chicken brand Jollibee has also announced ambitious franchising plans. The growth of Dave’s Hot Chicken — a California brand with a menu anchored around a Nashville specialty — attracted a major investment from Roark Capital earlier this year. Raising Cane’s and Wingstop saw their sales surpass KFC in the U.S. last year.
Bojangles has carved out a menu niche for itself with a Southern menu and a focus on breakfast. The chain’s FDD shows its full-size company-owned restaurants, a useful proxy for its franchise units, see about 36% of their sales in the breakfast daypart. According to the FDD, the chain targets locations “with direct access to a major ‘going-to-work’ traffic artery, in order to benefit from Bojangles’ significant breakfast business.”
