Daddy’s Chicken Shack Reboots Growth Under New Ownership

Esperto Hospitality Group Acquires Chicken Franchise and Launches Expansion Strategy

Daddy’s Chicken Shack is preparing for a new chapter after being acquired by Esperto Hospitality Group, a seasoned restaurant operator based in New Jersey. The acquisition marks a significant turning point for the chicken-focused franchise as the new ownership team prepares to relaunch the brand with updated restaurants, streamlined operations, and a renewed franchise growth strategy.

Esperto Hospitality Group, which owns and operates multiple restaurant concepts across New Jersey, plans to begin opening new Daddy’s Chicken Shack locations during the third quarter. The company believes the brand has untapped potential and intends to establish a strong foundation before accelerating expansion into additional markets.

Ryan Murrin, now serving as chief marketing officer for Esperto, said the company’s deep hospitality experience and operational expertise make it well-positioned to guide the brand’s next phase of development.

A Brand Built Around a Signature Chicken Concept

Daddy’s Chicken Shack traces its roots back to 2018 when chef Pace Webb and her husband Chris Georgalas launched the concept in Pasadena, California. The idea emerged after Webb was asked to prepare sliders for a celebrity event. During the creative process, she developed a chicken slider recipe that quickly became the foundation of the business.

The concept attracted early investment attention and generated enthusiasm among franchise developers due to its unique menu and strong branding. Over time, the company expanded its ambitions with plans for multi-unit development in several regions.

Despite early momentum, the franchise struggled to establish a broad operating footprint. Several planned developments never reached full execution, and existing restaurants were eventually closed.

Esperto Sees Significant Growth Potential

Esperto executives believe the fundamentals that originally attracted investors remain intact. Company leaders point to the brand’s differentiated menu, scalable operating model, and loyal customer following as key advantages.

The acquisition also brings continuity. Several members of the previous leadership team have transitioned into the new organization, allowing the brand to maintain institutional knowledge while benefiting from stronger operational support.

According to company leadership, substantial work has already been completed behind the scenes to improve virtually every aspect of the business, including menu offerings, marketing systems, training programs, and guest experience standards.

Smaller Stores, Simpler Operations

One of the most noticeable changes will be the restaurant footprint.

Earlier Daddy’s Chicken Shack locations typically occupied between 2,600 and 2,800 square feet. Under the new strategy, future restaurants will be significantly smaller, ranging from approximately 1,400 to 1,800 square feet. The reduced size is expected to improve efficiency, lower occupancy costs, and simplify operations.

The company has also refreshed its branding and redesigned restaurant interiors to create a more modern and energetic atmosphere. A new brand identity and updated messaging are intended to strengthen customer engagement while helping the concept stand out in a crowded chicken segment.

Menu Focuses on Flavor Rather Than Extreme Heat

Competition in the chicken restaurant category continues to intensify, with many brands emphasizing increasingly spicy menu offerings. Daddy’s Chicken Shack plans to take a different approach.

While guests will still have access to spicy options, the brand’s core focus will be on bold flavor profiles rather than overwhelming heat. The menu will feature seasoned chicken tenders and sandwiches designed to appeal to a broad customer base.

The company also plans to introduce localized menu selections in certain markets, helping individual restaurants better connect with regional tastes and preferences.

New Jersey Becomes Launchpad for National Growth

Esperto’s immediate objective is to establish three to five company-owned restaurants throughout New Jersey. These locations will serve as operational hubs and showcase units that support future franchise development.

The first company-owned restaurant is expected to open in Tinton Falls, New Jersey.

Beyond New Jersey, the brand plans to activate regional development agreements across several major markets. Expansion targets include Atlanta, Tampa, Orlando, Houston, Los Angeles, and Austin.

Leadership believes concentrating on market penetration and brand awareness before pursuing aggressive national growth will create a stronger long-term foundation.

Franchising Remains a Priority

While Esperto operates multiple restaurant concepts, Daddy’s Chicken Shack will remain the organization’s primary franchising focus over the next 12 to 18 months.

The company is also evaluating future franchise opportunities for other restaurant brands within its portfolio, but management intends to dedicate the majority of its resources toward rebuilding and expanding Daddy’s first.

With experienced operators now at the helm, a refined business model, and a fresh growth strategy, Daddy’s Chicken Shack appears positioned for a second opportunity to establish itself in the highly competitive chicken restaurant franchise market.

Explore more about the Daddy’s Chicken Shack franchise opportunities.