New premium chicken sandwich shop could ruffle some feathers
The same company that owns KFC is quietly testing out a premium chicken sandwich restaurant in the US that’s being widely seen as an aggressive strike against Chick-fil-A.
Opened in Arlington, Texas, Super Chix bills itself as the place to find “the last true chicken sandwich.”
Chicken is hand-breaded, says the site, cooked in 100 percent peanut oil, and free of additives like MSG, high-fructose corn syrup or phosphates.
A photo of a trio of men -- Christophe, Nick, Jeff -- shows “three food-obsessed friends” who set out on a “way-better-chicken-sandwich quest,” that leaves out the additives and preservatives, and even included the quest to find the “perfect pickle.”
What the site fails to mention, however, is the fact that Super Chix belongs to Yum! Brands, which owns fast food chains like Pizza Hut, Taco Bell, and chicken giant KFC.
According to the LA Times, Yum! Brands is also testing out a banh mi sandwich shop in Dallas called the Banh Shop, in response to the rising popularity of the Vietnamese version of a submarine.
With hand-cut fries, three different types of pickles -- Kosher, hot and sweet -- each brined for 38 days, and Madagascar vanilla bean-studded custards, Super Chix could be described as a fancier version of Chick-fil-A.
Toppings also include jalapenos, smoky honey pepper, or Sriracha sweet and sour sauces.
Currently, Chick-fil-A has the market cornered for chicken sandwiches, nuggets and strips in the US, with breaded, grilled and spicy offerings, and nary a beef patty in sight.
