With just about 260 locations, Chicken Salad Chick tends to punch above its weight. The Atlanta-based chicken salad concept generated $352.5 million in sales in 2023, a nearly 15% year-over-year increase, while its unit count grew by 13.3%, according to Technomic Ignite data.
In late 2023, the chain acquired 10-unit Piece of Cake bakery with the objective of rolling the bakery’s cakes into all of its restaurants to be featured as signature dessert offerings. That goal has since come to fruition. Chicken Salad Chick this week has expanded its menu to include cake for the first time, starting with white chocolate layer cake available by the slice or whole. The offering features three layers of white chocolate sponge cake made with melted white chocolate and butter and cream cheese frosting between each tier. Each cake features a 40-plus-year-old family recipe from Piece of Cake founder Melissa Bunnen Jernigan, who founded the concept in 1985. She continues to serve as the company’s “Cakexpert.”
Though Piece of Cake’s offerings have previously been tested at a handful of Chicken Salad Chick locations, this marks the first time they’re available systemwide. It took some logistical updates to get there. According to Tom Carr, Chicken Salad Chick’s chief marketing officer, the company had to conduct thorough assessments and projections to determine how many cakes were needed and how to increase bakery output.
“This involved adding shifts and hiring more personnel to manage the increased production and baking needed to satisfy store needs,” Carr said. “Our commitment to maintaining the original recipe and baking process was crucial as we scaled up production to provide the same cakes our customers expect.”
Chicken Salad Chick had to transition from daily local deliveries to a master distribution system. Cakes are baked in an Atlanta bakery and then shipped nationally to all 260-plus locations, so new processes were tested to ensure cakes maintained their quality and integrity – a top priority, Carr said. Additionally, the chain invested in new equipment and packaging to support the cakes’ distribution.
The company intentionally started with one cake flavor to perfect these new processes before adding more. It also gradually rolled out the new item to build up necessary supply and better understand store demands. Though it’s too early to understand the business impact of this addition, Carr said the company is focused on enhancing its dessert menu overall “to improve and elevate the guest experience.”
“Our goal is to offer a superior dessert option that guests can easily access and enjoy,” he said. “We saw an opportunity to introduce a high-quality product that complements our brand and enhances the overall dining experience.”
Notably, Chicken Salad Chick has always sold desserts, including pies and cheesecakes, but they required refrigeration and weren’t as visible to guests, Carr said. The cakes, however, will be displayed on the counter, making them more accessible. During a January presentation, Chicken Salad Chick CEO Scott Deviney said the cake slices are slightly bigger than the cheesecake and pie offerings and priced a little higher.
“So, franchisees make more money,” he said. “In the stores we currently sell (cakes) in, it’s around a 3% product mix, which is pretty good for a slice of cake.”
Carr added, however, that the integration of cakes was driven more by the company’s desire to increase menu variety and guest satisfaction than to increase profit margins.
“We believe that adding these desserts can in turn boost the average check size but will, most importantly, integrate seamlessly with our brand's southern roots and hospitality. Moreover, the generous slices of cake, priced at $5.49, offer great value to our guests,” he said. “The cakes do not require refrigeration, which supports our grab-and-go business model and makes them convenient for our customers.”
The cakes will be part of Chicken Salad Chick’s broader growth story. Calling it a “category of one,” Deviney believes the chain has the potential to become a 2,000-unit brand. Meanwhile, Piece of Cake locations continue to operate business as usual post-acquisition.
Contact Alicia Kelso at [email protected]
