Layne’s Chicken Fingers has been around for almost 30 years and is known for its friendly service, iconic chicken fingers and delicious secret sauce. The franchise, which is growing at a very fast pace, had to figure out how to keep true to the brand while also being innovative and keeping with the times.

Layne’s Chicken Fingers is staying current by introducing different flavor profiles to meet the growing demand for spicy options. The brand has a goal to innovate and expand while still keeping with the same simple perfection it is known for. 

They have tested out different sauces like jalapeno ranch and others but realized “the trend wasn't really a trend — it was actually a change in the palette of Americans, and it’s here to stay,” explained Garrett Reed, CEO of Layne’s. 

So, the franchise launched a spicy tender in January. Executives projected the new and alluring addition to the menu would account for between “10 to 12% of sales,” according to Samir Wattar, chief operating officer. “But the results are even better: the spicy chicken has accounted for 20 to 21% of sales.”

Wattar explained that having a new menu item has been a great way to attract more guests and increase retention. Customers enjoy having options, so it’s been a big booster for recurring patron visits. 

“We are targeting both a new, younger consumer that likes spicy foods, but also our existing customer. If they give us an extra visit on their cycle because we have a different flavor now, that’s a win. We have people who used to come bi-weekly, and now they come every week because of the variety,” Wattar said.

While the brand is happy about the results, the corporate team knew the spicy tender’s rollout would be a big success, as they meticulously tested the product to ensure it would complement the company’s easy operations.

“We spent quite a long time making sure that we could implement it properly so that it wouldn't slow down our processes. We're a fast food restaurant at the end of the day, so we needed to make sure that it wouldn't interrupt that. It's really opened up our executive discussions into how we pivot and become better,” said Reed, who called the spicy tenders — which he orders about 80% of the time he’s in the restaurants — “phenomenal.”

“The success of it has exceeded all of our expectations, and as we grow and have several Layne’s opening on the East Coast soon, it’s an exciting offering for franchisees to capitalize on,” he added.

Franchise opportunities range from $656,000–$1,280,500, with different buildout options available. Learn more about franchising with Layne’s here.

ABOUT LAYNE'S CHICKEN FINGERS

Founded in 1994 in College Station, the original location became a Texas A&M legend known for its small-town charm, friendly service, iconic chicken fingers and secret sauce. While opening corporate locations across the Dallas-Fort Worth area, the leadership team focused on fine-tuning its operations and starting to franchise.  Now, the company is planning to bring Layne’s Soon to be Famous™ Chicken Fingers to the rest of the world with plans to open 100 locations by the next four years.