Zaxby's Growth and Menu Expansion: A Strong Brand Strategy
Explore Zaxby's recent expansion in the West and menu diversification, driving brand awareness and growth.
Growth and Expansion in the West
Zaxby's recent expansion into the West marks a significant strategic move for the brand, known for its strong presence east of the Mississippi and south of the Ohio rivers. The opening of the first unit in Nevada earlier this year signals a deliberate effort to establish a foothold in new territories.
Driving Brand Awareness and Growth
By signing multi-unit development agreements in areas like Maryland's Eastern Shore, New Jersey, and Pennsylvania, Zaxby's is not just expanding physically but also driving brand awareness. These strategic deals create opportunities for further growth and introduce the brand to new markets.
Menu Expansion Strategy
In addition to geographical expansion, Zaxby's has been focusing on diversifying its menu beyond its core chicken finger offering. The elevation of several Limited Time Offerings (LTOs) to permanent menu status, such as salads, egg rolls, desserts, and a late-night appetizer, demonstrates the brand's commitment to catering to evolving consumer tastes.
Focus on Unit Economics
With a total unit count of 969 and strong unit economics supporting its growth, Zaxby's is well-positioned for further expansion. The average unit volume of around $2.78 million for franchised stores, as per the Franchise Disclosure Document, showcases the brand's financial viability and potential for sustained growth.