Note: A version of this story was originally published on Franchise Times, a sibling publication of Food On Demand.
Zaxbys, the legacy chicken brand with more than 1,000 locations, signed its largest nontraditional development deal, which the company hopes will kick off a new phase of growth.
The franchise will open five locations in Florida Turnpike service plazas through a deal with travel hospitality partner Areas USA, which is one of the largest food and beverage brand partners in service plazas and airports.
Though the agreement covers just five service plazas, Zaxbys officials said they hope this is just the start in becoming a go-to partner at these types of locations.
“We’re excited about the rep it gives us in that channel and we certainly think it will open more doors for us down the road,” said Russ Holland, chief development officer.
Building nontrad team, seeking new customers
The first service plaza location opened September 29 in Orlando and Holland expects the other four to open this year.
Russ Holland is Zaxbys’ chief development officer.
While Zaxbys isn’t abandoning traditional development, Holland said the brand recognizes the benefits of getting seen by new audiences. Company officials see colleges and universities, airports, military bases and travel plazas as a way to do so.
“There’s a great entry point with Areas at these turnpike locations, but I think by virtue of getting these stores open, you build relationships with these folks over time and more opportunities become available,” he said, adding that non-traditional vendors typically have a Rolodex of vendors they partner with on certain bids. “I want our brand to be at the top of their list for chicken brands, if and when opportunities become available. I think we have the strength to do that. We’re a seven-day-a-week brand, we have a very differentiated menu, we have a menu that speaks to all sorts of guests.”
Areas was already one of the largest travel hospitality companies in the U.S. when it acquired the airport holdings of Delaware North’s Travel Hospitality Services division in late 2025. It operates nearly 400 locations in 27 airports and 12 travel centers.
Zaxbys boosted its team to support nontraditional development. Holland joined the company in December 2025 after six years with Inspire Brands. Zaxby’s hired Landon Ashton, director of nontraditional development, in April.
“With its bold flavors and Southern hospitality, Zaxbys is a great fit for these plazas,” said Richard Schneider, chief development officer at Areas USA, in a statement. “We’ve invested in these plazas and we’re excited to continue investing in their future. For us, hospitality is about making every stop a better experience, with welcoming spaces, great service and more choices for travelers.”
Zaxbys also wants to continue entering new markets and rebuilding or infilling in established ones with typical stores.
“We’ve expanded into Arizona, Nevada, Maryland—we want to go into new markets,” he said. “We want to do it the right way with the right franchisees. We’re diligently working on that.”
Sacrifices and rewards of nontraditional locations
Zaxbys’ push into nontraditional development coincided with a desire to introduce the brand to new audiences. The company finished 2025 with 1,005 locations across 22 states, 865 of which are franchised, according to its FDD.
It is No. 39 on the Franchise Times Top 400, an annual ranking of franchise brands based on systemwide sales, with $2.8 billion in 2025. It’s grown by a net 20, 30 and 39 locations since 2023. Its franchised locations average $2.8 million in gross revenue, though its top quartile locations push $4 million.
There are tradeoffs when entering nontraditional locations—particularly airports—where locations may require menu flexibility, smaller spaces, shorter lease terms, shared dining areas and other changes to the brand’s typical operations, said Abigail Whetstone, owner and principal consultant with Non Trad Consulting Group.
But they can garner new fans. The Florida Turnpike, for example, has more than 3 million users daily, according to the Florida Turnpike System’s annual report.
“Pursuing opportunities in nontraditional venues is a great way to market a brand and engage with new customers,” she said
Zaxbys unveiled its plans to expand into nontraditional venues last October when it signed a deal to open on a military base. That project has been delayed, but Holland still expects it to open. The company is in negotiations with several college and universities, and he expects the brand’s first airport location to open by year-end.
“We have a lot of irons in the fire that we’re really excited about,” Holland said. “We think nontraditional growth will be a meaningful vehicle for us.”
