Yum! testing Super Chix concept

KFC parent company Yum! Brands is testing a new chicken and fries concept called Super Chix. The com…

KFC parent company Yum! Brands is testing a new chicken and fries concept called Super Chix. The company currently is testing the concept in Arlington, Texas with a limited menu.

Super Chix so far has been positioned as a rival to Chick-fil-A and completely differentiated from Yum’s KFC brand. The menu features chicken sandwiches and chicken tenders, fries, salads and frozen custards. But premium ingredients figure prominently in promotions for Super Chix — hand-cut, non-GMO french fries; three different flavors of pickles that are brined and do not contain high fructose corn syrup or preservatives; and frozen custards containing Madagascar Bourbon Vanilla Beans.

News reports note that Super Chix is a concept store developed by the company's new concept development team led by Scott Bergren, Pizza Hut CEO and Yum's chief innovation officer.