As Bojangles fried chicken opens in Texas, CEO says 20 stores are in D-FW’s future

Since 2019, when José Armario became CEO of fast-food chain Bojangles, he says, “We’ve had our eye on Texas.”

Armario took over when North Carolina-based Bojangles transitioned from public back to a private company. The plan to expand Bojangles into a large market like Texas has been top-of-mind since day one of Armario’s tenure, he says.

The plan came true on Tuesday, June 27, 2023, when Bojangles’ sweet tea, fried chicken and biscuits became available in Euless. It’s the only Bojangles in Texas for now, though three more Bojangles are expected to open in Dallas-Fort Worth by the end of the year in Frisco, Little Elm and Lancaster. The company is planning other — smaller — expansions in San Antonio, Austin and Houston.

It’s Bojangles’ second trip through the Lone Star State. The “quick-chick” restaurant, as The Dallas Morning News called it in 1984, entered North Texas in the ’80s but didn’t last. What happened, we asked? “I don’t know, I just know that we’re coming now,” Armario says.

The brand needed to be “contemporized” in order to multiply in size, he says. It’s done that by renaming and rethinking some menu items, streamlining kitchen processes and adding milkshakes — including a Bo-Berry flavor — alongside the company’s signature Bo-Berry Biscuit dessert.

Armario was born in Havana, Cuba, and says he’s spent his professional career “chasing the great American dream.” In this edited Q-and-A, Armario explains the North Carolina company’s intentions to move into Dallas-Fort Worth.

What drew Bojangles to Texas this time?

CEO José Armario: If you’re going to grow your brand nationally, you have to make Texas a priority. ... Planting our flag in Texas is a great way for us to say, ‘We’re going to be a national brand.’

Bojangles is now open in Texas

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How did COVID affect Bojangles?

It was the toughest two to three years the industry has faced, for many reasons. [But] in 2020, if you had drive-through, if you had delivery and if you had a really great dinner offering — by the way, check, check, check for Bojangles — you were in a good place during a very bad time. People were looking for ways to have convenience during a very difficult time.

2021 and 2022 were more difficult, in many ways. There was a great need for people and employees. ... There was a huge supply chain challenge.

... Many in the industry are reporting a rebound [in 2023]; we’re certainly seeing that as well. We can see a light at the end of the tunnel. We’re in a much better place today than we were in 2021 and 2022.

How many Bojangles might open in Texas in the next few years?

We’ve identified the opportunity to put in 20 [in North Texas].

We just signed a franchisee in Houston for a 10-store commitment. But we also have a company location in Houston. So we’ll have a company base in Dallas [with the four D-FW restaurants already announced] and a company base in Houston.

We have a great franchisee in San Antonio; he’s in construction right now and he’ll open before the end of the year.

How did you pick the first four suburban cities in North Texas — Euless, Frisco, Little Elm and Lancaster?

[In North Texas], you’ve got great population, you’ve got a growing economy, you’ve got consumers who appreciate great food, great hospitality at a very fair price.

... [Then] you start looking for real estate.

... We were very fortunate to find our Euless location. I think it’s a great brand location to open our very first Bojangles in Texas. I think it makes a great statement. I think it’s got great visibility from the highway. It’s got great access, it’s got great traffic.

So you look for all of those things, and you never stop looking.

Will you open Bojangles restaurants in Dallas proper or Fort Worth proper?

For sure. We’re looking at all of those areas.

We have a lot of chicken in Texas. Raising Cane’s runs its operations out of Plano. Chick-fil-A has a strong presence here. We have Popeyes. How does Bojangles fit in?

I’m going to give it to you in very short words: Our food tastes better. Period. I’ve gone to the competitors. I’ve tasted their food compared to ours. And I can say with a ton of pride, our food tastes better. ... Nobody can match the great taste of Bojangles chicken.

Anything else we should know?

All I’ll say is, it’s Bo Time.

Texas’ first Bojangles is located at 201 E. Euless Blvd., Euless. It opened June 27, 2023.

For more food news, follow Sarah Blaskovich on Twitter at @sblaskovich.