Target Marketing for Growth: Dave's Hot Chicken
Dave's Hot Chicken started as a parking lot pop-up restaurant in 2017. Today, the chain has 120 brick-and-mortar locations in the U.S., Canada, Qatar, and the United Arab Emirates -- with hundreds more in its pipeline. The quick ramp-up earned Dave's the title of "fastest-growing restaurant in America," based on a study by research company Technomic.
In a 2023 interview with QSR magazine, Dave's CEO Bill Phelps says the fast food chain's growth was driven by an understanding of the restaurant's target customer. Informed by social media videos of early customers at the original pop-up plus ongoing feedback, Dave's leadership team determined their target market was 15- to 30-year-old males who appreciate good food, affordability, authenticity, and edginess.
The customer profile informs the menu, store design, and advertising campaigns:
- Menu: The menu is focused on chicken tenders, chicken sandwiches, and a handful of sides. But customers have their choice of spice levels -- ranging from no spice to the ultra-hot "Reaper," which is only served to customers who sign a waiver. Prices for sides, tenders, sandwiches, and meals range from about $3.50 to $15.
- Store design: The chain's first brick-and-mortar location was decorated by local street artists. To replicate the edgy vibe without losing authenticity, subsequent locations feature entirely unique artwork in a similar style.
- Advertising: Dave's recently launched national ad campaign features the morbidly funny slogan, "Don't die before you try it."
Dave's also has a roster of brand-appropriate celebrity fans and investors, including Drake, Usher, Samuel Jackson, and Boston Red Sox Chairman Tom Werner.
Understanding the target customer enabled the folks behind Dave's Hot Chicken to build and maintain a brand that people love -- even as the company grew from a cool parking lot pop-up to a global franchise.
