This New Chicken Restaurant is Quietly Declaring War on Chick-fil-A

With the phrase “the last true chicken” Super Chix effectively declared war on other chicken restaurants. Yum Brands has been keeping pretty low-key about testing their Super Chix concept. The restaurant has kept quiet and secluded to one location in Arlington, Tex., where they are currently testing their menu.

The funny thing is, Yum Brands also owns the world-famous Kentucky Fried Chicken. However, since its development, Super Chix hasn’t mentioned their affiliation with the goliath chicken chain. According to Ad Age, the reason behind this, good or bad, is that they want to start “free and clear of all perceptions of all existing brands.”

While the menu is small, it’s stacked for customization. Items include a chicken sandwich, chicken tenders, fries with a variety of dipping sauces and frozen custards. The chicken is said to be hand-breaded, MSG-free and contains no high-fructose corn syrup or phosphates. As of now, marketing for Super Chix is at a bare minimum.

Chick-fil-A, take note.