Yum Targets Chick-fil-A With Chicken Concept Store in Texas | News - Advertising Age
The "last true chicken sandwich" is about to hit the market.
Yum Brands is quietly testing a concept called Super Chix using that claim beginning this month. The test, confined to a single store in Arlington, Texas, has a limited menu composed of a chicken sandwich, chicken tenders, fries, drinks and frozen custard, according to its website.
Two things in particular stand out about the concept: Nowhere does it reference that the concept is from the owner of KFC, and, second, its premium offering seems like a strike against Chick-fil-A.