Zaxby's

Zaxby's is an American fast-casual restaurant brand specializing in chicken fingers, chicken wings, chicken sandwiches, salads, appetizers, and dipping sauces. The chain began in March 1990 when childhood friends Zach McLeroy and Tony Townley opened the first restaurant near Georgia Southern University in Statesboro, Georgia. The original restaurant was initially known as “Zax” before the business adopted the Zaxby's name. The brand developed primarily through franchising and became strongly associated with the Southern United States, particularly college towns and communities in the Southeast. Its menu is built around fried chicken products, including its Chicken Fingerz, wings, combination meals, and sandwiches. Sauces are a central part of the customer proposition, with Zax Sauce serving as the best-known signature offering alongside milder and hotter options such as Nuclear. The chain also sells salads, fried shrimp, sides, desserts, and fountain beverages. Zaxby's restaurant environments often use informal, regionally varied decoration. Dining rooms may feature humorous signs, unusual objects, sports references, or themes connected with a local university or community. This gives individual locations a less standardized atmosphere than some larger national quick-service competitors. The chain also expanded its beverage program through Coca-Cola Freestyle dispensers after announcing the rollout in 2013. The company opened its first restaurant outside Georgia in Bowling Green, Kentucky, in 1994. Its geographic expansion remained concentrated in the Southeast for many years, although it reached Utah in 2013, marking an expansion beyond the traditional southeastern footprint. By 2025, the chain reported more than 970 U.S. locations, most of which were franchised and operated by franchisees. Zaxby's has continued to announce expansion in new markets, including Maryland's Eastern Shore. In November 2020, Goldman Sachs acquired the company. The transaction was followed by a leadership transition: in 2022, Bernard Acoca became Zaxby's first chief executive officer who was not one of its founders. McLeroy remained chairman, while Townley left the company after the acquisition. Zaxby's therefore combines a founder-created regional identity with a larger private-equity-backed franchising platform. Beyond restaurant operations, the brand has invested in loyalty, sports marketing, college partnerships, charitable activity, and product retailing. Its Zax Rewardz program gives customers app-based points that can be redeemed through the chain. Zaxby's has promoted itself as the official chicken of Sports Fanz and has held collegiate and sports sponsorships, including relationships involving Clemson University, college football and basketball properties, NASCAR participants, and the Heart of Dallas Bowl. The brand has also supported Make-A-Wish. In 2024 it announced plans for further 2025 expansion, and in 2025 it reintroduced milkshakes and used actor Omar Epps in a sauce-focused advertising campaign.

Zaxby's was established in March 1990 in Statesboro, Georgia, near the campus of Georgia Southern University. Its founders, childhood friends Zach McLeroy and Tony Townley, initially operated the first restaurant under the shorter name “Zax.” The concept was built around chicken fingers, wings, sauces, and casual meals rather than a broad general-purpose fast-food menu. The brand later adopted the Zaxby's name and developed a recognizable identity around chicken, dipping sauces, informal restaurant interiors, and Southern hospitality. The first location outside Georgia opened in Bowling Green, Kentucky, in September 1994. Expansion subsequently proceeded through a predominantly franchised model. This approach allowed Zaxby's to grow throughout the Southern United States while retaining a strong connection to local operators and college communities. Many restaurants were located in or near university markets, where the brand also developed sports-related marketing relationships. Zaxby's menu expanded beyond its original chicken-finger focus to include traditional and boneless wings, chicken sandwiches, salads, fried shrimp, appetizers, sides, beverages, and desserts. Its sauces became a major part of the brand's differentiation. Customers could select dipping sauces ranging from mild choices to the signature Zax Sauce and the notably hotter Nuclear sauce. Restaurants also developed distinctive dining-room themes, sometimes using local sports, university, regional, or whimsical decorations. In December 2013, Zaxby's announced that it would begin offering Coca-Cola Freestyle machines at its restaurants. The beverage equipment became a visible feature in many locations and added a broader range of fountain-drink choices. The chain also expanded beyond its traditional southeastern base: in 2013 it opened restaurants in Utah, its first market outside the southeastern United States. The company remained privately held and heavily franchise-oriented as it expanded. Goldman Sachs acquired Zaxby's in November 2020. The transaction marked a major ownership change and was followed by a transition away from founder-led executive management. In 2022, Bernard Acoca became the company's first non-founder chief executive officer. McLeroy continued as chairman, while Townley left the business after the acquisition. Zaxby's marketing has included sports partnerships, collegiate sponsorships, charitable activity, entertainment placements, and product advertising. The company held collective intellectual-property rights connected with a range of Division I college football and basketball programs through an IMG College arrangement, and it maintained a separate relationship with Clemson University. It also sponsored the Heart of Dallas Bowl and supported NASCAR drivers and racing organizations, including John Wes Townley and Athenian Motorsports. The brand has supported Make-A-Wish and has used entertainment-led campaigns to promote its sauces. The chain has also extended its brand beyond restaurants. By July 2024, three Zaxby's sauces were available through retailers and Amazon, while its Zax Rewardz program provided an app-based loyalty system using points tied to customer spending. In 2024, the company announced expansion plans involving Maryland, including a planned Cambridge restaurant and additional Eastern Shore sites. In 2025, Zaxby's reported more than 970 U.S. locations, reintroduced milkshakes, and promoted its sauces through a campaign featuring Omar Epps. The business remains an active U.S. restaurant chain, with its principal footprint in the South and its growth largely supported by franchising.

• 2025

  Milkshakes return to the menu

  [1]Zaxby'sen.wikipedia.org

  The chain reintroduces milkshakes as a menu offering.

• 2025

  More than 970 U.S. locations reported

  [1]Zaxby'sen.wikipedia.org

  Zaxby's is described as operating more than 970 locations throughout the United States.

• 2024

  Maryland expansion plans announced

  [1]Zaxby'sen.wikipedia.org

  Zaxby's announces a planned Cambridge, Maryland, restaurant and additional future development along Maryland's Eastern Shore.

• 2022

  First non-founder CEO appointed

  [1]Zaxby'sen.wikipedia.org

  Bernard Acoca becomes CEO, while Zach McLeroy remains chairman and Tony Townley exits the company.

• 2020

  Goldman Sachs acquisition

  [1]Zaxby'sen.wikipedia.org

  Goldman Sachs acquires Zaxby's in November, changing the ownership structure of the private restaurant chain.

• 2013

  Expansion reaches Utah

  [1]Zaxby'sen.wikipedia.org

  Zaxby's opens locations in Utah, representing its first expansion beyond the southeastern United States.

• 2013

  Coca-Cola Freestyle rollout announced

  [1]Zaxby'sen.wikipedia.org

  The company announces plans to introduce Coca-Cola Freestyle beverage machines at its restaurants.

• 2008

  Brand appears in Midnight Club: Los Angeles

  [1]Zaxby'sen.wikipedia.org

  A Zaxby's restaurant is featured as part of the virtual Los Angeles street environment in the video game Midnight Club: Los Angeles.

• 1994

  First restaurant outside Georgia

  [1]Zaxby'sen.wikipedia.org

  Zaxby's opens its first out-of-state restaurant in Bowling Green, Kentucky.

• 1990

  First Zaxby's restaurant opens in Georgia

  [1]Zaxby'sen.wikipedia.org

  Zach McLeroy and Tony Townley open the first restaurant near Georgia Southern University in Statesboro. The location initially operates under the name Zax.

A regional American fast-casual chicken chain positioned around generous fried-chicken meals, distinctive dipping sauces, casual dining-room experiences, and a strong Southern and college-town identity.

• Chicken meals · 1990

  Chicken Fingerz

  Chicken Fingerz are one of Zaxby's core menu platforms. They are served in individual meals and combination plates, commonly accompanied by fries, slaw, Texas toast, and one or more dipping sauces. The product anchors the brand's original chicken-focused positioning.

• Chicken meals

  Chicken wings

  Zaxby's offers chicken wings in traditional and boneless formats. Wings extend the chain's menu beyond chicken fingers and are typically paired with sauces, sides, and combination meals.

• Sandwiches

  Chicken sandwiches

  Chicken sandwiches form another major menu category, translating Zaxby's fried-chicken specialization into a handheld meal. They are sold alongside fingers, wings, salads, and sides.

• Dipping sauces

  Zax Sauce

  Zax Sauce is the chain's signature dipping sauce and one of its most recognizable brand assets. It is served with chicken-finger meals and other menu items and is also sold through selected retail channels.

• Dipping sauces

  Nuclear Sauce

  Nuclear is Zaxby's particularly hot sauce option. It provides a stronger heat alternative to milder sauces and Zax Sauce and contributes to the chain's sauce-centered menu identity.

• Salads

  Salads

  Salads provide a lighter menu route within a predominantly fried-chicken offering. They allow Zaxby's to serve customers seeking a meal format different from fingers, wings, or sandwiches.

• Seafood

  Fried shrimp

  Fried shrimp is an additional protein option on the Zaxby's menu. It broadens the chain's fried entrée range beyond poultry while remaining compatible with its sides, sauces, and casual-meal format.

• Desserts and beverages · 2025

  Milkshakes

  Zaxby's reintroduced milkshakes to its menu in 2025, adding a dessert-style beverage to its existing fountain-drink and restaurant beverage offering.

• Loyalty program

  Zax Rewardz

  Zax Rewardz is an app-based loyalty program that awards points associated with customer spending. The program is designed to encourage repeat visits and provide digital engagement alongside restaurant ordering.

• 2025The Sauce Boss

  United States

  Zaxby's featured actor Omar Epps as “The Sauce Boss” in advertising centered on the chain's signature sauces.

  Outcome. Reinforced sauces as a distinctive part of the brand proposition.

  Source
• 2015Official Chicken of Sports Fanz collegiate sponsorship program

  United States

  Through an IMG College arrangement, Zaxby's obtained collective intellectual-property rights connected with nearly 30 Division I college football and basketball programs across the geographic area served by the chain. The program covered multiple conferences and states.

  Outcome. Expanded regional sports visibility and college-market relevance.

  Source
• 2008Midnight Club: Los Angeles product placement

  United States

  A Zaxby's restaurant appears in the virtual streets of the video game Midnight Club: Los Angeles, despite California not having Zaxby's restaurants.

  Outcome. Brand visibility through entertainment placement.

  Source
• Clemson University sports partnership

  United States

  Zaxby's maintained a separate agreement with Clemson University for brand presence at football and men's and women's basketball games.

  Outcome. Strengthened association with a prominent college-sports market.

  Source
• Make-A-Wish support

  United States

  Zaxby's has supported Make-A-Wish as part of its charitable and community-facing activity.

  Outcome. Community and charitable brand engagement.

  Source

• 2025

  Reintroduce milkshakesProduct launch

  Background

  The chain continued to refresh its menu and broaden its beverage and dessert mix.

  Action taken

  Zaxby's brought milkshakes back to its menu.

  Aftermath

  Milkshakes became part of the brand's renewed dessert and beverage offering.

  Source

• 2024

  Plan Maryland Eastern Shore expansionStrategy

  Background

  Zaxby's continued to seek growth beyond its established Southern footprint.

  Action taken

  The company announced a planned 2025 restaurant in Cambridge, Maryland, with additional Eastern Shore locations expected in subsequent years.

  Aftermath

  The Cambridge project was positioned as the chain's first Maryland location and a foothold for further state expansion.

  Source

• 2022

  Appoint Bernard Acoca as CEOOther

  Background

  Following the ownership transition, Zaxby's moved beyond a leadership structure centered on its founders.

  Action taken

  Bernard Acoca was appointed the company's first non-founder chief executive officer, while Zach McLeroy remained chairman.

  Aftermath

  The company retained founder representation at board level while placing day-to-day executive leadership with an outside restaurant executive.

  Source

• 2020

  Accept Goldman Sachs acquisitionM&A

  Background

  Zaxby's remained a private, largely franchised restaurant company after decades of founder-led development.

  Action taken

  Goldman Sachs acquired the company in November 2020.

  Aftermath

  The ownership change was followed by Tony Townley's departure and a later transition to non-founder chief executive Bernard Acoca.

  Source

• 2013

  Expand beverage customization with Coca-Cola FreestyleStrategy

  Background

  Zaxby's sought to broaden its beverage offer and add a distinctive branded feature to restaurant drink stations.

  Action taken

  The company announced that Coca-Cola Freestyle machines would begin appearing at Zaxby's locations.

  Aftermath

  The dispensers and related Coca-Cola branding became visible elements of the beverage areas in participating restaurants.

  Source

• 2013

  Expand outside the SoutheastStrategy

  Background

  The chain had historically concentrated its footprint in the Southern United States.

  Action taken

  Zaxby's opened locations in Utah, its first expansion beyond the southeastern United States.

  Aftermath

  The move demonstrated an effort to test the brand in markets outside its traditional regional base.

  Source

• 2025

  Zaxby's reintroduces milkshakes[1]Zaxby'sen.wikipedia.org

  Product launch

  Zaxby's brought milkshakes back to its menu as part of its ongoing menu development.

• 2025

  Zaxby's launches sauce campaign featuring Omar Epps[1]Zaxby'sen.wikipedia.org

  Campaign

  Actor Omar Epps appeared as “The Sauce Boss” in advertising promoting Zaxby's signature sauces.

• 2024

  Zaxby's announces Maryland expansion[1]Zaxby'sen.wikipedia.org

  Other

  The chain announced plans for a 2025 restaurant in Cambridge, Maryland, its first location in the state, with additional Eastern Shore locations planned.

• 2022

  Bernard Acoca becomes Zaxby's first non-founder CEO[1]Zaxby'sen.wikipedia.org

  Leadership change

  Zaxby's appointed Bernard Acoca as chief executive, marking the first time the company's CEO role was held by someone other than a founder.

• 2020

  Goldman Sachs acquires Zaxby's[1]Zaxby'sen.wikipedia.org

  M&A · Leadership change

  Goldman Sachs acquired Zaxby's in November 2020. Tony Townley subsequently exited the business, while Zach McLeroy remained involved as chairman.

1. 1Zaxby'sen.wikipedia.org
2. 2Zaxby's official websitezaxbys.com
3. 3Zaxby’s Expands in Bradenton, Fla. With New Store and New Design | RestaurantNews.comrestaurantnews.com
4. 4Zaxby’s Introduces ‘Great 8’ Boneless Wings Meal | RestaurantNewsRelease.comrestaurantnewsrelease.com
5. 5Zaxby’s Launches Fan Favorite Fried Pickles | RestaurantNews.comrestaurantnews.com
6. 6Zaxby's teams up with Sony Pictures for 'Jumanji: The Next Level'prnewswire.com