2018
19
$845,000
$20,000
$2,690,000
No
Chicken Guy! is a dynamic fast-casual restaurant concept co-founded by celebrity chef Guy Fieri and renowned restaurateur Robert Earl. Since its inception, the brand has captivated diners with its signature hand-pounded, brined, and herb-infused chicken tenders, complemented by a diverse array of over 20 unique sauces. The first location debuted at Disney Springs in Orlando, Florida, in 2018, and the brand has since expanded to multiple locations across the United States.
Chicken Guy! offers a compelling franchise opportunity for investors seeking to enter the thriving fast-casual dining sector. With its strong brand recognition, celebrity endorsement, and a menu that emphasizes bold flavors and high-quality ingredients, Chicken Guy! stands out in a competitive market.
Celebrity Endorsement: Co-founded by Guy Fieri, a household name in the culinary world, providing instant brand recognition and media appeal.
Unique Menu Offering: Specializes in all-natural, antibiotic-free chicken tenders with a proprietary brine and a vast selection of signature sauces, catering to diverse taste preferences.
Proven Business Model: The fast-casual dining sector continues to experience growth, and Chicken Guy! has demonstrated scalability with multiple successful locations.
Comprehensive Support: Franchisees receive extensive training and ongoing support in operations, marketing, and brand development.
Community Engagement: The brand's vibrant atmosphere and commitment to quality foster strong customer loyalty and community involvement.
1. Established Year:
Chicken Guy! was founded in 2018.
2. Founders:
The franchise was co-founded by Guy Fieri, the celebrity chef and TV personality, and Robert Earl, a renowned restaurateur known for Planet Hollywood and other restaurant ventures.
This combination of culinary celebrity and seasoned business expertise gives the brand instant credibility and visibility.
3. Brand Journey / Company History:
Chicken Guy! started with its first location at Disney Springs in Orlando, Florida, quickly gaining popularity due to its unique hand-battered, brined chicken tenders and over 20 signature dipping sauces.
The concept was designed to deliver bold flavors in a fast-casual format, focusing on quality ingredients, consistent preparation, and a fun dining experience.
Since its launch, Chicken Guy! has expanded nationally, with new locations in multiple states, signaling growth potential for franchisees.
The brand emphasizes innovation in menu offerings, maintaining high standards for food quality, and creating an engaging customer experience.
4. Ownership & Market Presence:
Chicken Guy! is privately owned by its founders.
Its market presence is primarily in the United States, targeting high-traffic tourist areas, shopping districts, and urban centers.
The franchise is categorized under fast-casual dining, competing with brands like Raising Cane’s, Zaxby’s, and Shake Shack, but differentiated through celebrity branding and unique sauce variety.
5. Industry Category:
Fast-Casual / Quick-Service Restaurant (QSR)
Focused on premium chicken tenders, quick service, and casual dining ambiance.
Positioned for growth within the $45 billion U.S. chicken segment, benefiting from rising consumer demand for flavorful, convenient meals.
6. Franchise Units & Expansion:
As of 2025, there are approximately 19 operating franchise locations in the U.S.
The brand continues to seek qualified franchisees for further national expansion, with strategic emphasis on high-traffic and tourist-heavy areas.
7. Unique Selling Points in Background:
Celebrity association with Guy Fieri adds media visibility and credibility.
Signature menu innovation (hand-battered chicken + 20+ sauces).
Strong initial performance at Disney Springs proves market acceptance and operational scalability.
Franchise-ready infrastructure with proven operational guidelines and marketing support.
Chicken Guy! offers comprehensive support to ensure franchisees succeed, covering every stage from pre-launch to ongoing operations. Their system is designed to help franchisees run efficient, profitable, and high-quality operations.
Before opening, Chicken Guy! provides structured guidance to set up your location and prepare your team:
Site Selection Assistance: Guidance on choosing high-traffic locations with strong demographic potential.
Lease & Buildout Support: Advice on leasing negotiations, restaurant layout, and design standards, ensuring brand consistency.
Construction & Design Consultation: Assistance with interior design, kitchen layout, signage, and equipment selection.
Pre-Opening Marketing Plan: Planning for local grand opening campaigns, media announcements, and initial customer engagement strategies.
Franchisees and their staff receive thorough operational training to maintain the high standards of Chicken Guy!:
Hands-On Restaurant Training: Training at a corporate location on food preparation, cooking techniques, quality control, and service standards.
Management Training: Instruction on scheduling, labor management, inventory control, and cost management.
Standard Operating Procedures (SOPs): Comprehensive manuals covering daily operations, safety protocols, and hygiene practices.
Customer Service Training: Guidance on delivering a consistent, positive dining experience aligned with the brand’s identity.
Chicken Guy! provides franchisees with marketing resources to drive awareness and sales:
National Marketing Campaigns: Access to celebrity-backed promotions and corporate campaigns leveraging Guy Fieri’s brand.
Local Marketing Support: Tools and guidance to execute local marketing strategies, including social media, community events, and loyalty programs.
Promotional Materials: Ready-to-use graphics, templates, and promotional kits for in-store and online advertising.
Digital Marketing Integration: Support for website presence, online ordering platforms, and social media engagement.
Ongoing training ensures franchisees stay up to date with industry trends and brand standards:
Refresher Courses: Periodic training sessions for management and staff to improve efficiency and service quality.
New Product Launch Training: Guidance on introducing new menu items, sauces, and seasonal offerings.
Leadership Development: Programs for franchise owners to enhance business management skills.
Chicken Guy! ensures franchisees have continuous access to expertise and resources:
Field Support: Regular visits from corporate support teams to monitor operations and provide advice.
Technology Support: Assistance with POS systems, inventory tracking, and operational analytics.
Problem Solving: Direct access to corporate experts for troubleshooting operational or marketing challenges.
Brand Updates & Best Practices: Continuous updates on new techniques, industry trends, and operational innovations.
Chicken Guy! seeks franchisees who are not just investors but passionate business partners committed to delivering exceptional customer experiences while growing the brand. The ideal franchisee combines financial capability, operational experience, and a genuine enthusiasm for the fast-casual restaurant industry.
Restaurant or Food Service Background: Experience in fast-casual, quick-service, or full-service restaurants is highly preferred.
Operational Knowledge: Understanding of day-to-day restaurant management, including staff supervision, inventory control, cost management, and quality standards.
Entrepreneurial Spirit: Ability to manage multiple responsibilities and make strategic decisions for growth.
Investment Readiness: Ability to meet the initial investment requirements (total investment ranging from $875,000 to $2,690,000).
Access to Capital: Sufficient liquid assets and net worth to support start-up costs, working capital, and ongoing expenses.
Long-Term Commitment: Willingness to invest in the business for sustainable growth rather than short-term gains.
Customer-Centric Mindset: A strong desire to create memorable dining experiences and engage with customers.
Commitment to Quality: Interest in maintaining brand standards, food safety, and operational excellence.
Brand Ambassador: Ability to represent the Chicken Guy! brand positively in the community and media.
Team Leadership: Experience in hiring, training, and motivating staff to ensure consistent service quality.
Decision-Making Skills: Ability to analyze business performance and make informed operational decisions.
Problem-Solving Abilities: Capacity to handle challenges, adapt to market changes, and optimize operations efficiently.
Local Engagement: Interest in building strong connections with the local community, leveraging marketing and events.
Site Selection Insight: Understanding of the importance of high-traffic, high-visibility locations for profitability.
Growth Mindset: Willingness to expand within their territory or open multiple units over time.
Motivated & Driven: Proactive in pursuing business goals and overcoming operational challenges.
Passionate About Food & Service: Enjoys the fast-casual dining industry and sharing quality food experiences.
Resilient & Committed: Ready to navigate the demands of managing a franchise while maintaining high standards.
Total Investment Required: $875,000 to $2,690,000
Minimum Investment Required: $845,000
Franchise Fee: $20,000
Application Fee: $30,000
Leasehold Improvements: $400,000 to $1,900,000 (in-line/end cap/drive-thru); $600,000 to $1,200,000 (nontraditional)
Furnishings, Fixtures & Equipment: $225,000 to $350,000
Signage: $30,000 to $95,000
Technology & POS Systems: $15,000 to $25,000
Grand Opening Costs: $5,000 to $10,000
Working Capital: $50,000 to $75,000 (for 3 months)
Royalty Fees: 6% of gross sales
Marketing Fees: Up to 5% of gross sales
Expected ROI & Break-Even: Varies based on location, market conditions, and operational efficiency
