Zaxby’s, the Southern quick-service chicken brand known for its signature wings and sauces, is seeing renewed growth across the U.S, fuelled by experienced multi-unit franchisees and innovative store formats. With more than 1,000 locations nationwide, the brand is expanding beyond its traditional Southeast base into new markets, leveraging flexible formats, drive-thru efficiency, and multi-brand partnerships.
Veteran operators like Brad Harper, CEO of Swamp Dog Restaurant Management Group, highlight how Zaxby’s continues to support franchisees in scaling successfully. Harper and his wife, Jessica, operate eight Zaxby’s locations alongside other brands like Eggs Up Grill, Shuckin’ Shack Oyster Bar, Mellow Mushroom, and Mooyah, demonstrating how Zaxby’s can anchor multi-brand portfolios while maintaining operational efficiency. Swamp Dog generated roughly $30 million in revenue in 2025, with Zaxby’s playing a key role in stabilizing revenue during challenging periods.
“Zaxby’s was the first brand we signed up with back in 2002 and has been strong throughout the years,” Harper said. “Their drive-thru service remained robust during the pandemic, and it’s what really kept us going.”
Zaxby’s recent growth strategy emphasizes multi-unit development and flexible locations, including traditional restaurants, drive-thru-only outlets, and non-traditional sites such as military bases and travel hubs. Operators are clustering multiple brands in single locations to create destination dining experiences, a strategy Harper has applied successfully in downtown Ocala, Florida, combining his pizza and burger concepts alongside Zaxby’s.
Other franchisees are following similar paths, investing in new Zaxby’s stores while leveraging the brand’s operational tools, marketing programs, and menu innovations. This includes ongoing support from Goldman Sachs Merchant Banking Division, which acquired Zaxby’s in 2020, helping the chain optimize operations and expand its menu for stronger customer appeal.
Zaxby’s systemwide milestones, innovative store designs, and brand-focused support for multi-unit franchisees are enabling a new wave of growth across the U.S., from the Midwest to emerging Western markets. Analysts note that the brand’s combination of consistent quality, operational efficiency, and franchisee flexibility positions it well against competitors in the fast-casual chicken segment, such as Raising Cane’s and Chick-fil-A.
