Texas chicken restaurant wars heat up as fast casual chain expands

The fast casual restaurant boom is no longer just about convenience. It is becoming a growing preference among many time-strapped and increasingly value-conscious consumers.

But what exactly is a fast casual restaurant? It sits between a full-service dining place and a fast-food pickup-and-eat-as-you-go place, like Raising Cane’s and Panera Bread. Places that offer hybrid experiences, quick service with the option to dine in, a more curated menu, and offer healthier choices.

And while the broader restaurant and retail industry continues to grapple with a K-shaped recovery, the fast-casual segment appears to have hit the sweet spot.

A number of emerging brands are capitalizing on this shift as they meet new consumer expectations. 

One of those names is Florida-based Huey Magoo’s, which has built its identity around premium chicken tenders, branded as the “Filet Mignon of Chicken”.

Huey Magoo’s: On road to expansion

Founded in 2004 by Matt Armstrong and Thad Hudgens, two chicken lovers from Florida, Huey Magoo’s built its cult following on a simple and uncompromising premise of quality chicken tenders.

The company specializes in tenders made from what it calls the best 3% of chicken, and has built a loyal following through a tightly focused menu that includes sandwiches, wraps, and ofcourse tenders.

After establishing a strong presence in Florida, Huey Magoo’s has steadily expanded its national footprint.

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Earlier this month, Huey Magoo’s announced a 15-unit franchise deal in Texas, targeting high-growth counties like Brazoria, Fort Bend, Galveston, and Montgomery, as reported by the Nation’s Restaurant News.

The move marks another step in its push into large, fast-growing suburban markets.

And while Texas is already home to established names like Texas Roadhouse, Raising Cane’s, and Chick-fil-A, Huey Magoo’s is relying on its consistency and premium offerings to rival these heavyweights. 

It is slowly trying not only to capture a big market by becoming an incumbent in the chicken wars, but also to expand quickly through its small, high-efficiency footprint. 

Huey Magoo’s is leaning into its 1,500-square-foot store strategy, unlike the sprawling fast-food giants. This small-box strategy allows the brand to expand into high-traffic suburban areas while saving on the extra square footage.

Today, Huey Magoo’s operates nearly 85 locations across 12 states and is on track to reach 100 restaurants nationwide by the end of 2026.

With locations spanning Florida, Georgia, Tennessee, North Carolina, Ohio, Missouri, Alabama, and, more recently, Texas, among others, Huey Magoo’s is scaling aggressively across the US.

The 15-unit franchise deal in Texas is in agreement with SMR Capital Group, which is managed by Mohammad Ali Akbar and operating partner Jason Gilbert. SMR Group is known for operating a T-Mobile franchise, which means the deal brings operational expertise from experienced partners.

Andy Howard, President and CEO of Huey Magoo’s, said that “SMR Capital Group brings the right combination of operational expertise and development experience, and we’re confident in their ability to successfully grow the brand across Texas.”

Huey Magoo’s is on track to open 100 restaurants by 2026.

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“We were deliberate in selecting a brand that aligns with our long-term growth strategy, and Huey Magoo’s stood out for its strong fundamentals and scalability”, said Muhammaed Ali Akbar, Managing Partner, SMR.

This expansion is supported by solid financial performance and operational strategy. The chain reportedly has an average unit volume of $2.1 million, an important figure for fast-casual restaurants looking to scale.

As the fast casual chain continues to turn in bigger numbers, with a reported $163 million in sales at the end of 2025, a 20% year over year increase, the time is right for further expansion.

While these numbers might still be farther from Raising Cane’s, which has a reported average unit volume of $6 million, Huey Magoo’s intends to bridge the gap through quick, extensive franchising.

Additionally, it is planning to open four new locations in Alabama, looking at expansion, and has sold 46 development rights in total in Texas, including Laredo, Brownsville, McAllen, Houston, Harlingen, and San Antonio, according to Nation’s Restaurant News.

Fast casual grows as customers seek value

Huey Magoo’s growth is unfolding amid broader industry trends and changing consumer preferences, as inflation shrinks household budgets but not the desire to step out and eat with family. Fast casual is increasingly offering consumers value pricing.

Instead of an extensive menu, fast casual restaurants narrow their offerings, promising quality while simplifying operations. This helps brands in keeping price points value-conscious for customers.

And then there is official data backing the growth. The National Restaurant Association (NRA) projected in its 2026 report that restaurant sales nationwide would reach $1.55 trillion. 

With Chad Moutray, Chief Economist for NRA, noting that “fast casual continues to be one of the bright spots, and I don’t expect that to stop.” Further stressing that achieving the desired growth will require focusing on value. 

And Huey Magoo’s expansion is echoing this bet on balance, driven by price and quality, and not to be forgotten, strategic and timely geographic expansion.

Related: Iconic 99-year-old convenience store chain closing 645 stores

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