Zaxby’s, the fast-casual chicken chain renowned for its signature sauces and craveable chicken fingers, has inked a significant five-unit development agreement with Areas USA, a prominent operator in the airport and travel-hospitality sector. This strategic partnership marks Zaxby’s largest non-traditional development deal to date, signaling a robust expansion strategy that aims to place the brand in high-traffic locations beyond its traditional brick-and-mortar footprint. The initial phase of this ambitious plan has already seen the opening of the first Zaxby’s location within Orlando’s Turkey Lake Service Plaza, a pivotal hub along the heavily trafficked Florida Turnpike.
A New Era of Non-Traditional Growth for Zaxby’s
The agreement with Areas USA underscores Zaxby’s evolving approach to growth, prioritizing flexible formats and strategic real estate acquisitions. This initiative is a core component of the company’s long-term development strategy, which actively seeks opportunities within airports, college and university campuses, military installations, and other non-traditional venues. By aligning with a seasoned operator like Areas USA, Zaxby’s is positioned to leverage existing infrastructure and operational expertise, accelerating its penetration into these underserved markets.
Russ Holland, Zaxby’s Chief Development Officer, who assumed the role in June, articulated the strategic imperative behind this partnership. "Working with Areas USA enables us to meet today’s guests where they are," Holland stated. "This collaboration allows us to introduce the Zaxby’s experience to millions of travelers each year while continuing to build on our non-traditional development strategy. We’re excited to expand into one of Florida’s most heavily traveled corridors alongside a partner that shares our commitment to delivering exceptional guest experiences."
The choice of Florida Turnpike service plazas is particularly strategic. These locations serve as critical rest and refueling points for a vast number of travelers, offering captive audiences with a desire for convenient and quality food options. The Turkey Lake Service Plaza, in particular, is situated along a vital artery of commerce and tourism in the Sunshine State, making it an ideal testing ground and flagship location for this new venture.
Areas USA: A Proven Partner in Travel Hospitality
Areas USA brings a wealth of experience and a well-established presence in the travel and hospitality industry. The company has a long-standing relationship with the Florida Turnpike Enterprise, focusing on enhancing the state’s service plazas and creating scalable models for growth. This existing rapport and operational proficiency within the Florida Turnpike system make Areas USA an ideal partner for Zaxby’s expansion.
Richard Schneider, Chief Development Officer at Areas USA, expressed enthusiasm for the collaboration, highlighting Zaxby’s as a strong fit for their objectives. "Zaxby’s is a fantastic brand that resonates with consumers, and their offering aligns perfectly with the kind of quality and convenience travelers seek," Schneider noted in a statement. "We are confident that this partnership will be a significant success, providing a welcome culinary stop for millions of Floridians and visitors alike."
The operational synergy between Zaxby’s commitment to its brand promise and Areas USA’s expertise in managing high-volume, transient locations is expected to create a seamless and positive customer experience. This includes ensuring efficient service, consistent product quality, and a welcoming atmosphere, all crucial elements for success in the demanding travel retail environment.
Zaxby’s Momentum: Surpassing Milestones and Embracing Innovation
This significant expansion into non-traditional venues arrives on the heels of Zaxby’s impressive growth trajectory. The Atlanta-based chain recently surpassed the 1,000-unit milestone, a testament to a highly successful 2025 that exceeded internal growth projections. Zaxby’s currently operates in 24 states and has recently expanded its reach into key metropolitan areas such as Las Vegas, Phoenix, and New York City, demonstrating its ability to adapt and thrive in diverse markets.
The company’s strategic development plan, dubbed "Grow to Win," has been a driving force behind this sustained momentum. A key element of this plan has been the introduction of a new "Modern Farmhouse" design, reflecting a contemporary aesthetic and enhanced functionality. More importantly, Zaxby’s has diversified its restaurant prototypes, offering franchisees a choice of six building types (seven, including conversions). This includes specialized non-traditional and drive-thru-only formats, providing greater flexibility for real estate acquisition and development.
Prior to this strategic diversification, Zaxby’s typically operated from a standardized, larger footprint. The introduction of smaller, more adaptable prototypes has significantly broadened the possibilities for franchisees, allowing them to consider a wider range of locations and investment levels. This includes sites that might not have been feasible with the older model, such as smaller urban infill locations, express formats, and, crucially, the travel plazas that are now central to the Areas USA partnership.
Implications of the Strategic Alliance
The Zaxby’s and Areas USA partnership carries several significant implications for both companies and the broader fast-casual dining landscape:
- Accelerated Market Penetration: By leveraging Areas USA’s established presence and operational expertise in travel centers, Zaxby’s can rapidly expand its reach into high-traffic, geographically diverse locations without the extensive upfront investment typically associated with building new standalone restaurants.
- Enhanced Brand Visibility: Placing Zaxby’s in service plazas exposes the brand to a constant stream of new customers, many of whom may be encountering the chain for the first time. This can drive trial, build brand awareness, and potentially convert new patrons into regular customers at traditional locations.
- Diversification of Revenue Streams: Non-traditional locations, particularly in airports and travel plazas, often experience consistent demand due to their captive audiences and limited dining options. This diversification can provide Zaxby’s with more resilient and predictable revenue streams, less susceptible to localized economic downturns or competitive pressures.
- Validation of Flexible Formats: The success of this agreement will serve as a strong validation of Zaxby’s "Grow to Win" strategy, particularly its focus on offering diverse restaurant prototypes. This could encourage further investment in and development of these flexible formats across various non-traditional channels.
- Competitive Advantage: As other fast-casual chains continue to explore traditional expansion, Zaxby’s proactive move into high-potential non-traditional markets, with a seasoned partner, could provide a significant competitive advantage in capturing market share and customer loyalty.
- Customer Convenience: For travelers, the addition of a popular and well-regarded brand like Zaxby’s at service plazas enhances convenience and provides a more appealing dining experience during their journeys. This aligns with the broader trend of consumers seeking quick, quality meal options that fit their busy lifestyles.
A Look Ahead: Continued Expansion and Strategic Partnerships
The opening of the first Zaxby’s at the Turkey Lake Service Plaza is more than just a new restaurant; it’s a strategic pivot that signals Zaxby’s ambition to be a ubiquitous presence in the lives of its customers. The company’s commitment to exploring opportunities in airports, universities, and military bases, coupled with the flexibility offered by its diverse building prototypes, positions it for continued growth.
The success of the initial Florida Turnpike locations will undoubtedly pave the way for further collaborations with Areas USA and potentially other non-traditional partners across the country. As Zaxby’s continues to innovate its store formats and expand its market presence, its strategic alliances will play a crucial role in shaping its future and solidifying its position as a leading fast-casual chicken brand. The journey from a single unit to over 1,000, and now into the intricate network of travel hospitality, showcases a brand poised for sustained success.
