Super Chix

SUPER CHIX. SUPER DELICIOUS. Worth every last carb.

This week’s #FridayFeed restaurant branding review is SUPER CHIX in Addison at Preston & Beltline. The concept was developed by Yum! Brands and sold to Nick Ouimet, the concept founder. Read more about the partnership & expansion plans here. There are 4 DFW locations and one slated to open in Alabama this summer.

Order Up!

SUPER CHIX has the BEST chicken tenders I’ve ever had. SUPER CHIX hand cut fries might be the BEST fries I’ve ever had too. I was planning to order a chicken sandwich before we got there and then this Gouda cheese stuffed fried avocado sandwich with garlic aioli sandwich caught my attention. I ordered it and told Danny to order extra tenders so I could try both. The crispy avocado sandwich must have gotten a little too much seasoning because it was too salty to eat but the cashier gladly replaced it with 3 regular tenders which were game-changing and reminded me to always order the chicken when you go to a chicken restaurant! Danny ordered the Nashville Hot Tenders. Because nothing we ever order is really hot, Danny poured more Nashville hot sauce all over his tenders before dipping into Ranch. He found the heat this trip, haha! We also got an order of cheese fries and while they weren’t actually what we expected, having queso on top vs melted cheddar, they were SUPER delicious! We saw an order of the loaded fries come out and they looked even more delicious – will try next time. I know we didn’t mention frozen custard here which is a big part of this concept SUPER CHIX – “Chicken and Custard” but the photos look great and we saw tons of people ordering cups and shakes so it must be good. Sorry Nick, next visit for sure.

Environmental Branding:

I love bold design so this yellow and black branding and interior design had instant appeal for me. So many fun details on the walls, on the floors, in the furniture design and lighting. I suspect that this is one of the early designs and we will see design modifications in future store roll-outs. The few things that seemed to be retro-fit items were the massive digital menu boards which seemed to be a little dark, glossy and blue tinted. The other area that could use some love is the order area and the semi-open kitchen area in full view behind the cashiers. Pretty much just stainless equipment. No graphics, no photos, no inset drink well, no custom counter display. There was also a giant white plastic bucket of iced bottled beverages on the counter. Too big and too tall for ease of use. It was all love after I got done ordering though. I love the layout, varied seating areas and all of the decor. Nice job STUDIO 11 DESIGN!

Branding DNA:

Super Chix has a great logo and signage. The cup and tray liner designs are also really fun. While we were eating, we were watching the digital displays in the dining room which rotated photos from their social media feed and website. The photos are great! They do however, show the food in some packaging that we didn’t get to enjoy. Maybe these cool fry packages and custard pint containers haven’t made it to the stores yet? See pics we grabbed from Instagram.

Digital Branding:

Super Chix has a bright, clean website that highlights the freshness and quality of their ingredients as well as their chicken. Their website is easy to navigate, has a mouthwatering photo gallery, and even has a section dedicated to their flavor of the week frozen custards. They have great Facebook and Instagram accounts, no shocker here, that primarily focus on beautifully shot food photography. In fact, their Instagram feed will make you insta-drool! Overall Super Chix has awesome digital branding, but could use a few more lifestyle images to elevate the brand even more.
–Danny

Score:

MJ and Danny give SUPER CHIX an A! We’ll go back for sure for loaded fries, custard and the pickles we forgot to try.

#FridayFeed:

Every Friday, Studio B Dallas visits a local fast casual concept for lunch to critique the brand (and eat lunch). Three rules apply: it’s a concept we haven’t been to or it’s been in the restaurant news and it’s within 10 miles of our office. Wait, four rules – it can’t be sushi. Danny doesn’t do sushi. If you have any suggestions on where we should eat next, feel free to leave it in the comments. Look for our restaurant branding reviews each Friday! MJ & Danny