Proving that Chicken FingerzTM, Zax Sauce®, and even Zalads® are in high demand in the Palmetto State, Insignis Partners, a real estate firm, has announced it will open a new Zaxby's franchise in Irmo, South Carolina, at least the 11th Zaxby's-branded chicken restaurant in the state's Midlands region. According to the firm's online announcement, the new Zaxby's franchise is in an almost 3,500-square-foot commercial location that formerly housed a Hardee's and will be redeveloped and freshly renovated. Once complete, the new Zaxby's will serve as an important landmark in a busy commercial thoroughfare that's passed by more than 25,000 cars each day.
A Proven Draw
If the high demand for new Zaxby's locations is surprising to some, they might want to take a look at the restaurant's online presence for a better understanding. While Zaxby's was founded in 1990 in Statesboro, Georgia, the restaurant has since expanded its network of franchises to 17 states and more than 900 locations.
Initially, growth was fueled by a dedication to Southern hospitality and a commitment to the highest quality food - after all, the Zaxby's Signature Sandwich was recognized as the Best Fried Chicken Sandwich in 2021 and 2022 by the Thrillist Fasties Awards.
Recently, however, Zaxby's has added a new incentive for loyal chicken lovers - the Zax Rewardz program - which anyone can join, for free, when they download the Zaxby's app. Immediately after launching in 2022, the app and rewards program proved wildly popular. Within months, it became the fastest-growing app of the year, with a 317% increase in downloads. But, as it turns out, the explosive app growth was just the tip of the iceberg when it came to demand for more Zaxby's access.
Bucking the Trend of Raising Prices
With rising food costs and pressing supply chain challenges, many restaurants have scaled back or even eliminated loyalty rewards offerings. Not so with Zaxby's. Instead, says Patrick Schwing, Zaxby's chief marketing and strategy officer, "We're doubling down on rewarding our most loyal guests. The guest response has exceeded our expectations and it's clear they appreciate the value our program offers," including a free food reward with every app download, as well as the ability to earn 10 rewards points for every dollar spent when ordering through the app or at an in-person location.
Indeed, the numbers reflect that appreciation. The Zaxby's app has more than doubled its number of active users and has earned a 4.7 star rating in the Apple App Store. Zax Rewardz was also recognized by Newsweek and Statista as one of America's Best Loyalty Programs for 2023. But even more telling than these numbers is the ever-growing demand for new Zaxby's franchise locations.
It's suddenly far less surprising that the residents of South Carolina's Midlands regions are ready and eager to welcome an 11th Zaxby's location. In fact, it's only surprising that more openings haven't yet been announced, but that's likely to change sooner rather than later if the Zax Rewardz program's astronomical growth is any indication.
