What sets Chicken Guy! apart from other chicken brands—and what makes Earl and Fieri sure their brand is ripe for widespread success—isn’t its signature, pickle-brined chicken tenders and sandwiches, coated in a mix of Fieri’s secret spices and served crispy-fried or grilled.
Instead, the secret is in the sauce. When Earl and Fieri teamed up on the concept they looked for ways to serve a quality, classic menu item with a unique twist. The differentiator turned out to be the 20-plus sauces Fieri concocted for the brand, ranging from tangy options like Cumin Lime Mojo to sweeter, spicier offerings such as Sweet Sriracha Barbecue. This catalogue of made-from-scratch sauces is the brand’s hallmark, giving guests a chance to customize their flavor experience.
Chicken Guy! orders are accompanied with two sauces of the customer’s choosing, and eating in-store also includes a visit from a Sauce Slinger, a team member who brings over tastes of additional condiments to guests. The brand’s loyalty program is built on its sauces, too; Sauce Squad members are rewarded with two extra sauces when they show their membership card with an order. “I think it’s a little bit of fun and it gets people more experimental,” Earl says. “It's a reason to come back and change the chicken through the sauces. It makes it a different experience every time.”