Founded in Las Vegas in 2020 Houston TX Hot Chicken has grown from a single location to a 30-unit operation with a strong franchise footprint. A 2026 Food On Demand Outstanding Operator, the concept built a reputation for high-quality chicken with a refined, experiential twist.
“We really like to position ourselves as the best in quality, best in food sourcing, best in ‘for you’ fried food,” said Matt Rush, HTHC’s vice president of operations. “Fried food is still not predominantly healthy, but we try to be that healthier cheat meal.”
Restaurants feature LED lighting, custom murals, and backlit onyx counters — setting the brand apart from typical quick-service aesthetics.
“We started the brand with a heavy dine-in focus because we wanted that experience,” Rush said.
However, Houston TX Hot Chicken soon recognized the growing importance of off-prem channels. After about two years in business, brand leaders saw the advantages of drive-thru.
Rush explained that adding the off-prem channel fit the brand’s “exotic car culture vibe” and “didn’t diminish the experience the way we thought it would from the beginning. … So, we’ve really tried to capitalize on that over the last 24 months.”
Significant investments were also made in digital ordering and packaging.
“You look at our takeout boxes, and they feel like something from a fine-dining restaurant… they are heavily branded,” Rush said. “We want the experience to feel elevated from top to bottom, whether you’re dining in or taking it to go.”
Today, about 60 percent of HTHC sales are off-prem and 40 percent dine-in. Third-party delivery accounts for roughly 20 percent.
A deep tech stack
“Our tech stack is definitely deep. We have a ton of technology that we use for every one of our strategies,” Rush said. “We are a young company with a team highly focused on technology, and we adopt it early.”
Ovation provides insight from the point of sale to guest departure, enabling immediate issue resolution and turning subpar experiences into repeat visits.
“It helps us really see what’s happening inside the four walls, from the touchpoint of sale all the way to the moment they leave the door,” Rush said. “It gives insight into order accuracy and any issues we may have, helps drive positive reviews, and allows us to address problems immediately.”
The brand also uses Loop AI to handle 3PD disputes.
“There are a lot of people taking advantage of the 3PD system at home, whether they’re saying items are missing or using AI videos. Loop does a great job fighting for us and saves so much time. Guest recovery is a massive focus for us,” said Rush.
“Whether it’s driver mistakes or order inaccuracies,” added Mario Drezo, VP of marketing, “It even handles downtime automatically, turning our 3PD back online during network outages.”
Catering adds another revenue stream
Catering was initially a challenge, as serving large orders of fried food can sometimes diminish quality. However, after hiring a new catering director in June 2025, revenue increased by 80 percent year-over-year in just six months.
“ ezCater has been great for getting into local industry brands,” Rush said, adding that Fooda, a workplace food program that brings catering directly into offices, has also boosted revenue.
Meanwhile, 3PD is growing, and HTHC uses it as a strategic tool.
“3PD isn’t going anywhere,” Drezo said. “We remain competitive with smart promotions that drive average order value while protecting margin. It’s about visibility, ROI, and ensuring the company is top of mind for consumers.”
The brand launched its loyalty program in August 2024, powered by Thanx, and adoption has been strong, with roughly 120,000 members.
“The loyalty platform helps turn every guest into a regular,” Drezo said. “We can surprise and delight guests with offers and create habits that drive sales.”
From site selection to marketing strategy, data drives decision making. Placer .ai provides insight into foot traffic, demographics, and peak hours, helping optimize operations and marketing.
“It helps not just us but our franchisees, who might not be experts in every new market,” Rush said.
Challenges remain in navigating shifting 3PD strategies from platforms like DoorDash and Uber Eats. Rush explained that the competitive landscape makes it essential to closely monitor margins, remain creative, and use marketing dollars efficiently.
“Our slogan this year is ‘Fine-Tuned to Win,’” Rush said. “Fine-tuning our PNLs and everything else to ensure we’re as profitable as possible on the corporate side so (that) we can pass that profitability on to our franchisees as well.”
The Outstanding Operators Program highlights 20 innovative brands taking creative paths to success with all things off-premises. Each winner receives a $1,000 charitable donation to their organization of choice and will be recognized on-stage at the 2026 Food On Demand Conference. Register today!
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