Mike Layne launched Layne’s Chicken Fingers in College Station, Texas near Texas A&M college in 1994, and then gradually expanded into Houston and the Dallas-Fort Worth area. But until 2023, it stayed within Texas, growing to 10 locations: four corporate-owned and six franchised.
In the summer of 2023, it will cross the Texas state line for the first time and open a new location in Morgantown, W.Va. And it’s on target to open new locations in Madison, Wisc. and in Northern Virginia and adding three more in Texas by the year’s end, so growth is on the horizon. It seems as if Texas can’t contain Layne’s Chicken Fingers anymore.
Becoming franchisable
Samir Wattar, its COO, who is based in Frisco, Tx. outside of Dallas, attributed part of its growth to its becoming “a franchisable brand.” It spent most of 2021 nailing down, “who we are, what we stand for, established a supply chain system, and developed a training program. We feel right now we are ready to take it everywhere.”
It organizes what it calls “a discovery day” where it meets the potential franchisee. “We look to find a partner who will protect the brand and love it as much as we do,” Wattar explained.
It’s also looking to determine whether the prospective franchisee has the right “infrastructure” in place, he said, including if he/she has “the right operating team in place, knowledge of how to run a restaurant, and handle an emerging brand.”
A Texas-based Layne’s Chicken Fingers specialty restaurant chain is growing by franchising and adding several new states to its geographic zones.
Appealing to the younger generation
Sales were also boosted in January 2022 when it introduced spicy chicken tenders, which now account for over 20% of its sales. Wattir said that studies show that Gen Z and millennials prefer more flavorful items so it enables it to attract a younger consumer.
Wattar described it as “more of a suburban brand, appealing to middle to higher incomes, attracting families and doing well near colleges, such as near the University of North Texas in Dallas and University of West Virginia, when it opens in Morgantown, W.Va.”
It’s also affordable for college students since its three-chicken finger meal with French fries and a beverage costs under $9,
Layne’s is known for its chicken fingers, but so are KFC, Popeye’s, and Raising Cane’s, so it faces stiff competition from these much larger chains.
Asked what differentiates Layne’s chicken fingers from its many rivals, Wattar replied, “We only use tenders, not strips. Our tenders are breaded and fried and the seasoning makes the difference.” Besides chicken fingers, it two most popular items are its club sandwich and the wrap.
“We love the competition,” Wattar stated. “Everybody started somewhere; we know we have the food and culture to take it to the next level.”
Becoming “your cheat day”
Many Americans are moving away from fried foods and gravitating toward healthier smoothies and acai bowls, so where do chicken fingers fit into this trend? Wattar replied, “We think of ourselves as your cheat day. We also have healthy options such as chicken wraps, which are grilled chicken tenders with lettuce and sauce.”
Wattar described its idiosyncratic culture as not taking itself too seriously, poking fun at itself. “We want our employees to feel carefree,” he said.
Layne’s Chicken Fingers also has a strong sense of self-deprecating humor, evidenced by the fact that it trademarked the name Soon to be Famous, fried chicken restaurant.
When Mike Layne first opened it, he swore that it would become famous. He once told a reporter that it “was famous in our hometown, College Station.” Now it’s expanding and is close to living up to his words.
Layne sold out to Garrett Reed who is currently CEO and to its CFO Mike Garrett back in 1997 and is no longer involved.
Currently about 20% of its revenue stems from third-party deliverers. To keep the food fresh upon delivery, it has upgraded its packaging and prepares higher quality French fries to maintain their freshness.
Yelp reviewers were mostly positive with some reservations. Syd from Fort Worth said that his chicken was “crunchy with lots of flavor. Great choice if you like good chicken fingers.” But David from Dallas who called Layne’s his “go-to spot for fast-food” noted that “prices are up and chicken fingers have been smaller than in the past.”
Growth is around the corner
Two years down the road, Wattar expects that Layne’s Chicken Fingers will have 30 retail stores in numerous states. He identified the keys to its future success as: 1) Stay true to who we are and what our culture is, 2) Maintain our food quality, 3) “Don’t try to be everything to everybody,” he said, 4) Choose the right franchisees.