Yum’s new chicken restaurant test is a far cry from KFC
NEW YORK, N.Y. – As KFC struggles in the U.S., parent company Yum Brands is testing a new chicken restaurant called Super Chix.
A website for the restaurant in Arlington, Texas, shows a menu that seems to adopt more premium market positioning than KFC, in line with the trend toward foods people feel are higher in quality.
The menu is fairly simple and lists a chicken sandwich, chicken tenders, fries and custard. Toppings include kosher pickles, jalapenos and sweet pickles, while sauces include smoky honey pepper and Sriracha sweet and sour.
A Yum spokeswoman says the restaurant is an “exploratory concept” that may be considered for international use.
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