Chicken George was a popular Southern-style fried chicken restaurant chain that peaked in popularity in the 1990s. The chain was known for its juicy fried chicken, homemade side dishes like mashed potatoes and biscuits, and down-home charm. At its height, there were over 250 Chicken George locations across the United States. However, in recent years the chain has experienced a rapid decline, closing many locations. So what happened to this once-popular restaurant chain?
The History of Chicken George
Chicken George was founded in 1988 by a businessman named George Jetson in Memphis, Tennessee. Jetson came from a long line of restauranteurs and wanted to capitalize on the popularity of Southern cooking. The first Chicken George opened to great fanfare and lines out the door. Customers loved the crispy fried chicken, fluffy biscuits, and hearty sides like fried okra and collard greens.
Within a few years, Jetson began franchising the concept and Chicken George locations popped up across the South and Midwest. The restaurants embraced country charm with checkered tablecloths, old license plates on the walls, and servers dressed in retro uniforms. By 1995, there were over 100 locations. At the peak in the late 90s, Chicken George had over 250 locations and was competing with KFC and Popeyes for fried chicken dominance.
The Decline of Chicken George
In the early 2000s, Chicken George started experiencing a decline. Several factors contributed to the decreasing popularity of the chain:
- Competition from other chains – Chains like Bojangles, Church’s Chicken, and newcomer Zaxby’s ate into Chicken George’s market share in the South.
- Locations overwhelmed by growth – Rapid expansion of franchises led to some owners being underqualified and locations received mixed reviews for food quality and service.
- Dated concept – The homey decor and Southern theme that once made Chicken George stand out began to feel dated and kitschy to modern diners.
- Lack of innovation – Chicken George did not update its menu or marketing enough to keep up with competition. Offerings remained largely unchanged while other chains experimented with new products.
By the 2010s, dozens of underperforming Chicken George locations were closing each year. Original owner George Jetson sold the company in 2013 to an investment group, who unsuccessfully tried to revive the brand. The total number of Chicken George restaurants dropped under 100 by 2020.
Why Did Chicken George Decline While Similar Chains Thrive?
While Chicken George floundered, similar homestyle chains like Bojangles and Zaxby’s have continued to grow. Here are some key reasons these competitors succeeded where Chicken George failed:
- Focused geographically – Bojangles and Zaxby’s concentrated their locations in the Southeast rather than overexpanding nationwide.
- Updated brand image – Both chains regularly updated logos, restaurant design, uniforms, etc. to stay current.
- Innovative menus – They regularly roll out new limited-time offerings and products like boneless wings and unique dipping sauces.
- Strong customer loyalty programs – Zaxby’s “Zax Fan Club” and Bojangles’ “Bo-Rewards” entice customers to return frequently.
Chicken George attempted to expand too quickly and neglected to keep its brand and menu offerings relevant. It failed to give customers compelling reasons to choose it over competitors. Its dated decor and lack of innovation turned off younger generations of diners.
The Current State of Chicken George
Today, just over 50 Chicken George locations remain open. The company was purchased in 2020 by a hospitality group that owns several other restaurant chains. They have tried to modernize and revitalize the remaining restaurants by:
- Renovating locations with new decor, uniforms, and signage
- Adding newer menu items like grilled chicken sandwiches and waffle fries
- Launching an updated mobile app with online ordering and rewards
- Opening new express model locations with drive-thrus
These efforts have shown some tentative success, but many financial analysts are still skeptical about Chicken George’s long-term viability. The chain faces an uphill battle winning back customers who now have an abundance of fried chicken options. Its glory days of being a staple across the South and Midwest have likely passed.
Chicken George’s Legacy
While Chicken George is a shell of its former self, the chain made an undeniable mark on the fried chicken industry. It helped elevate Southern cooking and kicked off the consumer appetite for chains specializing in regional cuisine. In its heyday, Chicken George was considered a formidable competitor to giants like KFC. Its juicy fried chicken recipes and indulgent sides forced other chains to up their game.
Chicken George is also credited with innovating the concept of homestyle fast food. With its retro decor, Southern hospitality, and down-home dishes, it made diners feel like they were feasting in their grandma’s kitchen. This approach inspired fast casual chains like Cracker Barrel that embedded dining in nostalgia. Although the pioneering Chicken George couldn’t keep up with changing tastes, its legacy lives on through the many chains that followed in its footsteps.
Conclusion
Chicken George rose to fame as a go-to destination for crispy, flavorful Southern fried chicken. Its rapid expansion showed the appeal of regional restaurant models and homestyle cooking concepts. However, the company failed to innovate and update its brand and menu to stay competitive. While Chicken George clings to survival with a few dozen locations, other chains learned from its mistakes. They focused on offering quality, consistency, and a strong customer experience. Chicken George will be remembered fondly for its contribution to fried chicken history, but changing consumer preferences led to the decline of this iconic chain.