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QSR Magazine: How Sweet Chick Evolved Into an A-List Celebrity Destination

A-listers like Leonardo DiCaprio, Kendrick Lamar, Cameron Diaz and Mariah Carey have been spotted dining at the trendy, down-home chain.

Have fun. Eat well. Spread love.

Sweet Chick, a New York-based restaurant group specializing in chicken and waffles, has garnered the attention of major celebrities. But what has made the chain so desirable among the Hollywood elite?

John Seymour, the owner of the chicken chain, founded the brand in 2013 as a full-service neighborhood restaurant and has since pivoted to a QSR model to meet customer demand. With over 100 iterations of its hero item, chicken and waffles, and significant buzz in NYC and beyond, celebrity diners are taking notice.

“Sweet Chick has the two ingredients that embody the spirit of Founders Table — innovative food, with the best chicken and waffles on the planet, and a unique founder vision driven by John’s creativity,” Nick Marsh, CEO of Founders Table, told Forbes.

Backed by rap icon Nas and Founders Table Restaurant Group, the five-unit Sweet Chicken is looking to expand nationally while maintaining a focus on southern hospitality and family values.

“We still intend to be a hospitality-driven fast-casual, so we still intend to do things maybe other fast casuals won't and give a little bit of extra hospitality. It's in our brand DNA,” Seymour says. “We are really a hospitality-driven company, and I want to leave that in the fast-casual space.”

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