A Deeper Dive Why Zaxbys believes it is ready to grow again
Aug 6, 2025
In this discussion, Bernard Acoca, CEO of Zaxby's, the fast-casual chicken chain, shares his journey as the first non-founder to lead the brand. He reveals strategies for revitalizing Zaxby’s amid recent sales challenges, focusing on AI-driven drive-thru enhancements and operational improvements. Acoca discusses the balance between growth and preserving core values during leadership transitions, the importance of stable supply chains, and the ambitious plans for expansion and franchisee training, all aimed at establishing Zaxby’s as a major player in the chicken market.
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Growth Revival at Zaxby's
- Zaxby's experienced decelerating growth before Bernard Acoca became CEO and aimed to reverse this trend.
- The goal is to transform Zaxby's into a coast-to-coast domestic brand with strong growth.
Building Foundations for Growth
- Zaxby's new unit growth was under 1% when Acoca arrived but is now around 5-6%.
- The target is 10% annual growth by building foundational elements correctly.
Keys to Operational Excellence
- Focus on reducing cost structure without sacrificing quality to improve unit economics.
- Improving drive-thru speed and enforcing operational standards boosts guest experience and sales.