MENU INNOVATIONS | Staff Reporter, Australia

Huxtaburger looks to get a bigger share of the post-lunch crowd with new chicken range

The chain launched its Huxta Chicken range as its own separate platform on Uber Eats.

Melbourne-based Huxtaburger has launched its newest chicken range, introducing four new product lines to its menu.

Customers can now get their hands on fried chicken wings, drumettes, boneless chicken and chicken ribs, all coated in the chain’s own secret chicken flour recipe developed by co-founder Daniel Wilson, who also serves as their resident chef.

Speaking exclusively to QSR Media, Huxtaburger head of brand and marketing Abby Islas explained that they went after different flavour profiles, using spices not commonly used in the traditional market.

“Not only does a juicy piece of fried chicken resonate heavily with our market, from a menu strategy perspective, it (also) introduces awesome add-on, snack and shareable options to our menu. It has been a gamechanger for our 2pm-5pm daypart,” she said.

Known primarily for their burgers, the business decided to not only add their Huxta Chicken range to its Huxtaburger delivery menus but also launched the range as its own separate platform on Uber Eats.

“This allows us to lead with our fried chicken offering first and attract a different customer – one looking for chicken, not burgers,” Islas added.

Photo credit: Hugh Davies Photography

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