Nibbler Targets People On The Go; Fresh Crop of Celebrities Say "Mmmm"
June 30, 2008 // Franchising.com // ATHENS, Ga. — The big thing this summer at Zaxby's is really quite small. The Southeast fast-casual chain known for its chicken fingers, Buffalo wings and generous salads, is adding the snack-sized Nibbler to its menu this summer. To celebrate the new item, the chain is giving away one free Nibbler to each guest on July, 7 from 2:30 – 4:30 p.m. at all Zaxby's locations.
To create the Nibbler, Zaxby's took one of its classic Chicken Fingerz, topped it with Zax Sauce and tucked it neatly into a toasted bun. The snack-sized sandwich will be sold alone and as part of the Nibblerz Meal Deal that includes three of the snack-sized sandwiches, Crinkle Fries and a drink. The Nibbler will be available for a limited time at all Zaxby's locations June 30 through September 28.
"We're excited to provide our guests with a snack option that is delicious yet cost conscious for the consumer during these tough economic times," said Zach McLeroy, Zaxby's co-founder and CEO. "The Nibbler is perfect for people who are on the go looking for a tasty bite between meal times or for those guests who are looking for mini-sandwiches, which is a big trend right now. And what better way to give people a chance to try it than giving it away free." The individual Nibbler will be offered at $1.39 in most markets.
To promote the new menu item, Zaxby's has again enlisted the talent of celebrities to promote the new menu item for the next installment of its well-received celebrity "Indescribably Good" advertising campaign. Cameras captured amusing, unscripted responses from Shayne Lamas, Richard Thomas, Cody Linley, Elijah Kelly and Alyson Stoner.
Alyson Stoner is a young actress who stars in the current Disney Channel hit "Camp Rock" with the Jonas Brothers and is known for her role in "Cheaper By The Dozen" and "Cheaper by the Dozen 2." Cody Linley had a recurring role on Disney's "Hannah Montana" and appeared with Stoner in "Cheaper By the Dozen". Shayne Lamas was proposed to by Matt Grant during the most recent season of ABC's "The Bachelor" and is the daughter of Lorenzo Lamas, who was featured in a previous Zaxby's ad. Richard Thomas' most popular role was as John-Boy in the 1970s TV series "The Waltons". And finally, Elijah Kelley is an entertainer best known for his role in the movie musical "Hairspray".
Additionally, Zaxby's has employed social networking site Facebook to help spread the word about the free Nibbler event. People can find out about the event, R.S.V.P. and tell their friends about it by visiting www.facebook.com/event.php?eid=17849877057.
An alternative to fast food, Zaxby's offers menu items that are prepared-at-order. Zaxby's most popular items are its hand-breaded chicken fingers and its jumbo Buffalo wings smothered in a choice of eight sauces with expressive names like Wimpy, Tongue Torch, Nuclear and Insane. The menu also offers innovative Zappetizers — Onion Rings, Tater Chips (home-style potato chips) and Spicy Fried Mushrooms.
Zaxby's offers four freshly prepared Zalads: The House, The Caesar, The Blue and The Chicken Salad Zalad. Each Zalad offers more chicken and unique ingredients, such as French-fried onions, and are larger than most salads served elsewhere. The House, The Blue and The Caesar include grilled or fried chicken, three kinds of lettuce, shredded cheese, fresh veggies and juicy tomatoes. Customers have a choice of buffaloed or blackened chicken when ordering The Blue. The Chicken Salad Zalad is made with chunks of white chicken breast and celery mixed with Zaxby's flavorful Ranch dressing.
Zaxby's has more than 435 restaurants operating in 12 states, including Alabama, Arkansas, Florida, Georgia, Kentucky, Mississippi, North Carolina, Ohio, South Carolina, Tennessee, Texas and Virginia. Zaxby's is a "quick-casual" restaurant chain headquartered in Athens, Ga. Zaxby's opened its first restaurant in Statesboro, Ga., in 1990 and recently celebrated its 400th location in Macon, Ga., in October.
Zaxby's founders Zach McLeroy and Tony Townley looked around their community and saw plenty of fast food or sit-down dining options but felt something was missing. They decided to provide the freshest chicken fingers and Buffalo wings in town. That hatched a simple idea to create a fun atmosphere where food quality is of the utmost importance. In 1990, they opened the first Zaxby's in Statesboro, Ga. The concept, one of the early "quick-casual" restaurants, proved successful.
McLeroy and Townley opened four more restaurants, and in 1994, they began to franchise the brand. The food and service were so popular, the Athens, Ga.-based chain boomed to more than 435 units in 12 states (Alabama, Arkansas, Florida, Georgia, Kentucky, Mississippi, North Carolina, Ohio, South Carolina, Tennessee, Texas and Virginia) and continues to grow. For more information visit www.zaxbys.com.