Nearing 1,000 locations nationwide, Zaxbys is evolving from a regional Southern favorite to a national QSR staple.
As it celebrates its 35th anniversary this year, Zaxbys has ushered in a new era with a comprehensive refresh. This includes the introduction of its ‘Modern Farmhouse’ restaurant design, as well as an updated visual identity, branding and packaging. Together, these updates reflect a modernized, cohesive look and feel, signaling the next chapter in Zaxbys’ evolution while maintaining the bold flavors and Southern hospitality that guests love.
And so, with its bold flavors and bold new look, Zaxbys looks toward future growth.
Growth Trajectory
“Zaxbys has been prioritizing growth in both new and existing markets over the last few years, with over 30 restaurants opened in 2024 alone,” says Andrew Bello, vice president of strategic concept development and construction for the Atlanta-based brand. “As of September 2025, we had over 980 restaurants open across 19 states, with a strong presence born out of the Southeast. Georgia remains our largest market [with 259 restaurants].”
New markets for Zaxbys include Las Vegas (opened April 2025), Phoenix (opened August 2025), Philadelphia, New Jersey and Maryland. With plans to expand into six additional states by the end of 2025 and into 2026, Zaxbys is targeting more than 60 new openings in 2026 — with an eventual goal to open 100 new stores annually.
“This growth is supported by high franchisee and corporate satisfaction,” Bello says. “Zaxbys has a robust, data-driven process that balances analytics with real-world experience. Every potential market is thoroughly vetted, with teams conducting on-the-ground research and personally visiting each site before approval.”
Key emphasis areas include markets with untapped potential, such as Virginia, Florida, Texas, Tennessee and Kentucky. According to Bello, Florida remains a top priority for continued development, given the strong brand presence and consumer demand in the state. Texas also presents a significant opportunity for accelerated expansion and market share growth. Other prime targets include Indiana, Michigan, Illinois and Ohio (with two new agreements recently signed), as the brand works to fill existing markets while entering new ones.
New growth doesn’t stop there. Zaxbys is also exploring non-traditional real estate, including on military bases and college campuses. While Zaxbys remains focused on opening its 1,000th store by the end of 2025, its future development pipeline has a goal of achieving 10 percent annual net unit growth over time.
“We’re exploring non-traditional formats where it makes sense — college towns, stadiums and travel hubs are natural fits for our menu and speed of service,” Bello says. “While the majority of our growth is through traditional builds, we see long term opportunity in these spaces.”
How It Started / How It’s Going
It all began in 1990 in Statesboro, Georgia, home to Georgia Southern University. In this vibrant college town, Zaxbys was founded by long-time friends Zach McLeroy and Tony Townley as a small, family-oriented operation. McLeroy even sold his drum kit to fund his share of the first restaurant. The duo then developed their signature sauces from scratch.
The pioneering chicken brand, now headquartered in Atlanta, claims to be the first to put chicken fingers — Chicken Fingerz — at the heart of an entrée in fast-casual dining. Today it has multiple build formats to fit urban, suburban and non-traditional sites. Southern hospitality is still seen as a brand cornerstone as it holds a special place in the hearts of many loyal guests in the Southeastern U.S., where it first made its mark.
The new Modern Farmhouse prototype allows flexibility in size and layout to meet operational needs and market demands. The large dine-in version spans 2,900 square feet with 56 seats. The small dine-in design is 1,650 square feet with 30 seats. There is also a drive-thru only model, which is 1,161 square feet, with no seats, that is digital innovation ready.
Inside, the new design features an open kitchen, dual drive-thru lanes, flexible seating and an inviting farmhouse aesthetic. It also offers franchisee customization like double drive-thrus, varied seating, outdoor patios and enhanced kitchen tech for efficiency.
“We’ve designed our kitchens to maximize flow and efficiency — using compact fry stations, safer and higher efficiency oil management units, high-capacity holding units and modular prep tables,” Bello says. “These innovations help operators save space while reducing labor strain.”
Bello adds that the Modern Farmhouse design can cut buildout costs significantly, expanding and elevating access to urban and non-traditional markets. The design was developed in collaboration with Zaxbys’ outside design partner, ChangeUp, alongside its own in-house team.
“We’ve already rolled out the Modern Farmhouse design in 10 new locations,” Bello says. “Over time, all existing locations, as well as all new stores, will adopt the Modern Farmhouse design, ensuring a consistent and updated brand image across the system. We’re prioritizing high-volume markets and new franchisees first, with plans to expand the design to all locations over time.”
So far, feedback has been overwhelmingly positive. “Guests say the design feels warm and inviting, while franchisees appreciate the flexibility to tailor the layout,” Bello says. “The customization options give operators more control while keeping the brand experience consistent.”
According to Bello, approximately 85 percent of Zaxbys’ restaurants today are franchised, and franchisee interest remains high — especially with the new farmhouse design.
In addition to the new look, Zaxbys also has some new tech. The brand has invested in new back-of-house technology to streamline operations, including digital expo screens, Order Ready AI, touchscreen order management systems, advanced holding equipment, and efficient center-line prep stations. According to Bello, these enhancements improve order accuracy, reduce ticket times and elevate both food quality and the overall guest experience.
These upgrades were part a digital revolution fast-tracked by the COVID-19 pandemic. As the saying goes, necessity is often the mother of invention — and innovation.
Like the entire industry in 2020, Zaxbys adapted quickly — shifting to prioritizing drive-thru, delivery and digital ordering as demand surged. Third-party delivery, especially, was a must-have. Zaxbys’ delivery partnerships, some of them forged during those pandemic years, include DoorDash, Uber Eats, Grubhub and ezcater.
“What’s here to stay is our commitment to convenience: double drive-thrus, expanded mobile ordering, curbside pickup and third-party delivery integration,” Bello says. “Those channels continue to grow as a percentage of our sales mix.”
To The Future
In the short term, Zaxbys’ focus is on strategic, high-quality growth, opening new locations efficiently while maintaining its brand promise. Over the next year, this includes entering new markets like Illinois and Ohio, expanding in existing priority states such as Florida, Texas, Indiana and Kentucky, and supporting its franchise partners with the tools and guidance they need to succeed.
“We’re aiming for [more than] 50 new openings in 2025, bringing us closer to our long-term goal of 100 new stores annually,” Bello says.
During the next five years, the company plans to continue scaling sustainably, fill untapped markets across the U.S., expand into additional states and explore non-traditional growth opportunities.
“Ten years down the road, we aim to position Zaxbys as a household name in every major market,” Bello says. “Long term, it’s about building a legacy brand with a foundation for continued growth that future generations can carry forward.”
— Katie Lee
This article was originally published in the December 2025 issue of Shopping Center Business magazine.