ALLENTOWN, Pa. — “Soon to be famous” is not just a tagline for Layne’s Chicken Fingers, members of its leadership team said Tuesday.
Once you taste them, it'll be a reality, they said.
"We’re working hard at it. It’s a passion project for us,” Chief Operating Officer Samir Wattar said of the Texas-based concept undergoing rapid expansion across the country, including in Pennsylvania.
The company plans to open multiple Lehigh Valley locations, Wattar and Chief Executive Officer Garrett Reed confirmed in a phone call right around lunch time — the perfect hour to talk brand growth, juicy chicken and signature sauce.
"For me, selfishly, I lived in your area for nine years in the Lehigh Valley. So I know the area pretty well.”Layne's Chicken Fingers Chief Operating Officer Samir Wattar
The chain, which debuted in 1994 in College Station, Texas, has 22 locations nationwide and plans to have 40 to 45 locations open by the end of the year. That includes a blitz of nine stores in 90 days.
It debuted in Pittsburgh in 2023, opening two restaurants within three months, with a third recently launched and more planned for 2025, as well as locations in Lancaster and Harrisburg as it heads this way.
“The goal is, strategically, it makes sense to be in the same area in the same state and build around it,” Wattar said.
“We know we had the success in Pittsburgh and for me, selfishly, I lived in your area for nine years in the Lehigh Valley. So I know the area pretty well.”
‘Multiple’ locations planned
Based on the success in the Steel City, the goal is to “keep moving east and fill out the state,” Wattar said.
“The key is to find the right partner, the right franchisee, to partner with us. We’re very selective on who we add as franchisees, because this is a passion.
"We love the brand. We’re very passionate about the brand, so we want people that feel the same way about it to partner with.”
Both men said the Lehigh Valley is a target for multi-unit franchises and partnerships with those who have experience in the restaurant business and understand it.
“We've talked to a few potential candidates, but we're trying to find the right fit,” Reed said.
“We want somebody that has our personality, our culture, so the location is just as important as the person that's going to operate it.
"So right now, we're focused on finding that person, where that's their hometown, they have operations there. They know the community. We want to find that right person and then inject them into that system.
"So once we find the right person that matches our core values and our beliefs and has our passion for the brand, we'll sell them that market, and then we will go pick locations.”
‘A premium product' in the fast-food world
Known for its crispy chicken tenders and guest-focused atmosphere, Layne’s is “bringing a premium product into a fast-food world,” Reed said.
“We’re a fast-food restaurant, which means you get your food quick, right?" he said. "Go through the drive-thru, you get it fast. You come inside and eat, you get it fast.
“But what differentiates us from other fast-food restaurants is we’re a hand-battered, cook-to-order product. So you’re getting premium, you’re getting quality, but you're getting it at the fast-food rates and you’re getting it at the fast-food times.”
All Layne’s sauces are made in-house, by hand, and chicken isn’t battered until it’s ordered.
“I’m a firm believer. Find what you’re good at and be great at it. We sell chicken fingers. Let’s be the best chicken fingers out there.”Layne's Chicken Fingers Chief Operating Officer Samir Wattar
“We want to make sure that our partners deliver the Layne’s experience and that carefree, laid-back people go there," Reed said.
"It’s like "Cheers," you know? Everybody knows your name. It’s that restaurant, right? We want it to be your hometown restaurant that you feel comfortable in."
In terms of a timeline to get up and running, it should be a quick process once the perfect partner is found, he said.
“As soon as that occurs, we try to get open probably within six months. We have the right partner — that’s the most important thing. And then the location comes second after that.”
An eventual grand opening promises a big celebration, with a ribbon-cutting, T-shirts, stickers and other giveaways, including free chicken for a year for some lucky customers.
“I’m a firm believer," Watter said. "Find what you’re good at and be great at it.
“We sell chicken fingers. Let’s be the best chicken fingers out there.”
