A Classic Chicken Franchise’s Path to More Than 250 Locations

The great chicken wars have not been won. The market is as competitive as ever, with franchises and brands seeking to carve out their own niche in the market. Golden Chick, a Texas-grown concept, is about to celebrate 60 years and has more than 250 locations. With consistent growth over the past few years, it is now on the path to open 27–30 additional locations in 2026 and is aiming to have 400 locations by 2030.

But what makes a chicken concept stand out for prospective operators, franchisees, and consumers? For Tony Eisermann, vice president of development at Golden Chick, it’s a commitment to food quality and support of franchisees. “We try not to chase the trends or the fads that are out there,” Eisermann says. “We want to focus on the fact that we have great options; tenders, bone-in chicken (fried and roasted), wonderful sides, and of course our Almost World-Famous Rolls that we will put up against anybody in the industry.”

Growth and expansion plans

A brand with a robust menu and history of operational excellence can be a lucrative proposition for franchisees. With a loyal customer base and an established brand presence in the South, the brand is poised for expansion in untapped markets. To cement this growth, Eisermann points to two foundational philosophies: being the best chicken concept within the restaurant community and never having growth outpace support of franchisees.

“Our ultimate goal is to be over 400 locations by 2030,” Eisermann says. “For us to get there, it really comes down to the people. We are a family group, and we’re very proud of the relationships we’ve developed within our system.” Part of that support for franchisees can be seen through revamped processes and investment in technology that works for franchisees and operators.

“We developed a new-store opening tracking system and weekly calls because we wanted to eliminate stress during the opening process,” Eisermann says. “We have representatives from every department, along with the franchisee and contractors, working through the process together. Those systems have helped make openings smoother, faster, and more efficient.”

Faster, streamlined operations are a big deal for prospective franchisees, as openings are introductions to communities and, in some cases, entire markets. Golden Chick’s approach is designed to make those critical early days less reactive. By involving franchisees, contractors, training teams, operations representatives, and other departments in a consistent opening process, the brand aims to give operators a clearer roadmap from signing a development agreement through grand opening and beyond.

Strategic market development

That support is particularly important as Golden Chick grows outside of its Texas home base. The company has pursued development in markets including Oklahoma, Missouri, Louisiana, Arkansas, Arizona, and Kansas, while continuing to build momentum in Texas. Eisermann says the company is intentional about how it enters new markets, prioritizing the ability to provide operators with the distribution, training, operations, and development support necessary to execute the brand consistently.

“We don’t just say, ‘We’re looking for anybody with a checkbook; you can come in and get a franchise,’” Eisermann says. “We want to make sure our growth is strategically placed. We are not trying to overshoot our expansion where we can’t support franchisees.”

The strategy is already playing out among Golden Chick’s existing franchise community. Eisermann pointed to franchisees in Beaumont and Houston who recently opened their fifth location and have 13 more in the pipeline. Golden Chick’s commitment to franchisees and perfecting systems is also showcased by operators who do not have prior quick-service experience.

“We have a franchisee in Wichita, Kansas, who is amazing to work with; he’s two hours from the closest store, but he has been breaking records. Although he didn’t have prior quick-service experience, he has taken to it like a duck to water and continues to lead the way. He even set a system-wide record for the most loyalty members signed up after we rolled out our new app.”

According to Golden Chick, the next stage of the chicken category’s competition will not be decided by chasing menu trends alone. It will be determined by brands that can pair food quality with repeatable operations and franchisee support, creating a consistent restaurant experience that brings guests back for more. As the company works toward 400 locations by 2030, Eisermann’s message to prospective operators is straightforward: growth works best when franchisees have the systems, resources, and partnership to grow alongside the brand.