When Brandon Gawthorp and Chantel Fiaschetti decided to enter the $63.7 billion hot chicken arena, they weren't looking to just join a trend. They were looking for a specific bite that didn't yet exist.
The journey began in 2018 during a trip to Las Vegas. Brandon, a military veteran and longtime restaurant operator, tried hot chicken for the first time and became instantly hooked. But when he returned home to Houston, he found the local landscape lacking. Most versions were either too salty or lacked the texture he craved.
"It took 60 experiments to get the chicken to where we felt it was perfect and exactly what we wanted," Brandon said. "I wanted something very light. Crispy breading with not too much sodium. Everywhere I go has too much sodium. I wanted something that didn't taste like that."
That obsession with the details became the foundation for Urban Bird Hot Chicken, the emerging Nashville-style hot chicken concept. The brand, which launched its first location in September 2020, has quickly expanded across Texas by focusing on a "food first" philosophy that prioritizes fresh ingredients and specialized preparation over shortcuts.
At Urban Bird, the process starts long before the chicken even hits the fryer. Every piece of chicken is brined for 24 to 48 hours, a step the founders refuse to skip. This ensures the meat remains juicy while the breading stays light and crisp. Many hot chicken concepts rely on heavy sauces to provide flavor. But Brandon and Chantel focused on a dry rub and a brine that let the bird's quality stand out.
From there, Urban Bird’s menu stands out because it takes a familiar hot chicken foundation and pushes it into crave-worthy, buildable territory without overcomplicating the experience. At the core are jumbo tenders (noticeably larger than average) that guests can customize across a wide heat spectrum, from Country (no heat) to Fire in the Hole for true heat seekers.
Signature builds like the Tenders Sando on a toasted brioche bun with kale slaw and Bird Sauce, or the Chicken & Waffle pairing sweet cream waffles with crispy heat, hit the sweet spot between indulgent comfort food and Instagram-ready appeal.
The menu is built around these high-quality staples. While many competitors use a standard pre-mixed cabbage for their slaw, for example, the Urban Bird recipe features freshly cut greens and real maple syrup.
"Our kale slaw is done right," Brandon said. "Most places use a traditional mix and they’re not focused on the slaw. It’s an expensive recipe. It has real maple in it. These are very high quality ingredients."
Side options like Urban Fries, Buffalo Mac Fries, BBQ Mac Fries, and Tijuana Street Fries layer seasoned chicken, white cheddar mac and cheese, house-made sauces, street corn, cotija, and chili-lime flavors into full-on meals of their own. Add-ons like hot honey, jalapeños, or Flamin’ Hot Cheeto powder let guests personalize even further, reinforcing the brand’s bold, playful identity. The menu rounds out with milkshakes, frozen custard, kid-friendly combos, and sharable packs, making Urban Bird equally compelling for late-night crowds, families, and group occasions.
Even the bread is a point of pride. The sandwiches are served on buns sourced from a local bakery to ensure freshness. The goal was to create a flavor profile that felt homemade rather than mass-produced.
"Everything’s made fresh," Chantel said. "From what we brine it in to all of the details. We provide quality food. We don’t take any shortcuts."
While the flavor profile is rooted in traditional techniques, the operations are designed for the modern era. Having opened their first location during the height of the pandemic, Brandon and Chantel designed the Urban Bird experience to be "future-proof."
What this meant was investing in specific packaging and products. A specialized delivery fry, for instance, ensures food remains hot and crispy even if it's traveling 20 minutes to a customer's home.
Roughly 70% of the brand's business is conducted off-premises today, a testament to its focus on the delivery experience. Brandon and Chantel spent years in the Wingstop system and learned how a focused menu and efficient prep can drive massive volume without sacrificing the greater guest experience. They brought that same discipline to Urban Bird.
However, for those who choose to dine in, the environment is just as curated. The restaurants feature wide-open layouts and a distinct aesthetic that balances industrial grit with neighborhood warmth.
"Every restaurant we go to is designed a little differently," Brandon said. "But they all feel like an Urban Bird when you walk in. We know how to do that with the colors, with the decor, the environment, the smell and the sounds."
Beyond the heat levels and the sides, Brandon and Chantel believe the brand's success stems from a culture that values people over sheer volume. After spending years as franchisees for other major brands, they wanted to build a concept where the staff felt a genuine connection to the product. They saw first-hand how a cook could start with no experience and, through the right culture, work their way up to a district manager role.
"Our culture is very important," Chantel said. "The people who work for us are passionate about what they do. I truly believe they love it. We lead with our heart and we care about the people."
This people-first mentality translates directly to the guest experience. By focusing on training and staff retention, Urban Bird aims to provide a level of service and consistency that is often lost in the rapid-fire pace of fast-casual dining.
As the brand looks toward further expansion, the founders remain focused on the quality that got them here. They aren't interested in growth for its own sake. What they’re looking for are franchisee partners who share their obsession with the perfect sandwich.
"I don't want to sell anything to anybody," Chantel said. "I want people to buy because they're just as passionate about the restaurant business as I am. If you’re passionate about the restaurant business and care about people, this is something you can truly be proud to own."
The total investment necessary to begin operation of an Urban Bird Hot Chicken restaurant ranges from $236,300 to $837,800, depending upon the type of buildout and the specific location desired. If a multi-unit development agreement is signed, you must pay a fixed non-refundable development area fee of $15,000 for each additional restaurant authorized for development beyond your first restaurant. Additionally, the initial franchise fee for each additional restaurant established under a multi-unit development agreement is reduced to $15,000.
For more information on franchising with Urban Bird visit: https://www.urbanbirdhotchicken.com/franchise/
Urban Bird Hot Chicken
SPONSORED
With jumbo tenders brined for multiple days, a breading painstakingly perfected to be light and crisp, Urban Bird is offering a fresh experience that stands out in the fast-casual landscape.
When Brandon Gawthorp and Chantel Fiaschetti decided to enter the $63.7 billion hot chicken arena, they weren't looking to just join a trend. They were looking for a specific bite that didn't yet exist.
The journey began in 2018 during a trip to Las Vegas. Brandon, a military veteran and longtime restaurant operator, tried hot chicken for the first time and became instantly hooked. But when he returned home to Houston, he found the local landscape lacking. Most versions were either too salty or lacked the texture he craved.
"It took 60 experiments to get the chicken to where we felt it was perfect and exactly what we wanted," Brandon said. "I wanted something very light. Crispy breading with not too much sodium. Everywhere I go has too much sodium. I wanted something that didn't taste like that."
That obsession with the details became the foundation for Urban Bird Hot Chicken, the emerging Nashville-style hot chicken concept. The brand, which launched its first location in September 2020, has quickly expanded across Texas by focusing on a "food first" philosophy that prioritizes fresh ingredients and specialized preparation over shortcuts.
At Urban Bird, the process starts long before the chicken even hits the fryer. Every piece of chicken is brined for 24 to 48 hours, a step the founders refuse to skip. This ensures the meat remains juicy while the breading stays light and crisp. Many hot chicken concepts rely on heavy sauces to provide flavor. But Brandon and Chantel focused on a dry rub and a brine that let the bird's quality stand out.
From there, Urban Bird’s menu stands out because it takes a familiar hot chicken foundation and pushes it into crave-worthy, buildable territory without overcomplicating the experience. At the core are jumbo tenders (noticeably larger than average) that guests can customize across a wide heat spectrum, from Country (no heat) to Fire in the Hole for true heat seekers.
Signature builds like the Tenders Sando on a toasted brioche bun with kale slaw and Bird Sauce, or the Chicken & Waffle pairing sweet cream waffles with crispy heat, hit the sweet spot between indulgent comfort food and Instagram-ready appeal.
The menu is built around these high-quality staples. While many competitors use a standard pre-mixed cabbage for their slaw, for example, the Urban Bird recipe features freshly cut greens and real maple syrup.
"Our kale slaw is done right," Brandon said. "Most places use a traditional mix and they’re not focused on the slaw. It’s an expensive recipe. It has real maple in it. These are very high quality ingredients."
Side options like Urban Fries, Buffalo Mac Fries, BBQ Mac Fries, and Tijuana Street Fries layer seasoned chicken, white cheddar mac and cheese, house-made sauces, street corn, cotija, and chili-lime flavors into full-on meals of their own. Add-ons like hot honey, jalapeños, or Flamin’ Hot Cheeto powder let guests personalize even further, reinforcing the brand’s bold, playful identity. The menu rounds out with milkshakes, frozen custard, kid-friendly combos, and sharable packs, making Urban Bird equally compelling for late-night crowds, families, and group occasions.
Even the bread is a point of pride. The sandwiches are served on buns sourced from a local bakery to ensure freshness. The goal was to create a flavor profile that felt homemade rather than mass-produced.
"Everything’s made fresh," Chantel said. "From what we brine it in to all of the details. We provide quality food. We don’t take any shortcuts."
While the flavor profile is rooted in traditional techniques, the operations are designed for the modern era. Having opened their first location during the height of the pandemic, Brandon and Chantel designed the Urban Bird experience to be "future-proof."
What this meant was investing in specific packaging and products. A specialized delivery fry, for instance, ensures food remains hot and crispy even if it's traveling 20 minutes to a customer's home.
Roughly 70% of the brand's business is conducted off-premises today, a testament to its focus on the delivery experience. Brandon and Chantel spent years in the Wingstop system and learned how a focused menu and efficient prep can drive massive volume without sacrificing the greater guest experience. They brought that same discipline to Urban Bird.
However, for those who choose to dine in, the environment is just as curated. The restaurants feature wide-open layouts and a distinct aesthetic that balances industrial grit with neighborhood warmth.
"Every restaurant we go to is designed a little differently," Brandon said. "But they all feel like an Urban Bird when you walk in. We know how to do that with the colors, with the decor, the environment, the smell and the sounds."
Beyond the heat levels and the sides, Brandon and Chantel believe the brand's success stems from a culture that values people over sheer volume. After spending years as franchisees for other major brands, they wanted to build a concept where the staff felt a genuine connection to the product. They saw first-hand how a cook could start with no experience and, through the right culture, work their way up to a district manager role.
"Our culture is very important," Chantel said. "The people who work for us are passionate about what they do. I truly believe they love it. We lead with our heart and we care about the people."
This people-first mentality translates directly to the guest experience. By focusing on training and staff retention, Urban Bird aims to provide a level of service and consistency that is often lost in the rapid-fire pace of fast-casual dining.
As the brand looks toward further expansion, the founders remain focused on the quality that got them here. They aren't interested in growth for its own sake. What they’re looking for are franchisee partners who share their obsession with the perfect sandwich.
"I don't want to sell anything to anybody," Chantel said. "I want people to buy because they're just as passionate about the restaurant business as I am. If you’re passionate about the restaurant business and care about people, this is something you can truly be proud to own."
The total investment necessary to begin operation of an Urban Bird Hot Chicken restaurant ranges from $236,300 to $837,800, depending upon the type of buildout and the specific location desired. If a multi-unit development agreement is signed, you must pay a fixed non-refundable development area fee of $15,000 for each additional restaurant authorized for development beyond your first restaurant. Additionally, the initial franchise fee for each additional restaurant established under a multi-unit development agreement is reduced to $15,000.
For more information on franchising with Urban Bird visit: https://www.urbanbirdhotchicken.com/franchise/
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