# Zaxbys enters New York with 'Grow to Win' strategy

> Zaxbys opens NYC location as chicken category gets crowded.
- Title: Zaxbys enters New York with 'Grow to Win' strategy | Shortify
- Summary: Zaxbys opens NYC location as chicken category gets crowded. Zaxbys opens its first New York City location using its 'Grow to Win' strategy to compete in a…
- Keywords: zaxbys, grow to win, new york city, chicken category, restaurant, take away with sam oches, bernard acoca, manhattan, bronx, atlanta, us locations, sales
- Source: Nation's Restaurant News — https://nrn.com/quick-service/with-chicken-category-getting-crowded-zaxbys-believes-it-can-grow-to-win-
- Read time: 1 min
- Topics: zaxbys, grow to win, new york city, chicken category, restaurant, take away with sam oches, bernard acoca, manhattan, bronx, atlanta, us locations, sales
## Zaxbys enters New York
Zaxbys opens its first New York City location on the Upper East Side.
## CEO Bernard Acoca
Zaxbys CEO Bernard Acoca, from Atlanta, opened the Manhattan location in his hometown.
## Grow to Win strategy
Zaxbys' 'Grow to Win' strategy focuses on aggressive unit growth outside its southeast home base.
## 2025 sales
Zaxbys finished 2025 with 1,005 U.S. locations generating $2.76 billion in sales.
## New York expansion
Zaxbys entered New York after opening a Bronx location, marking its first city in the state.
## Market strategy
Zaxbys believes it can 'grow to win' in a crowded chicken category by targeting new markets.
## Take-Away interview
Zaxbys CEO Bernard Acoca discussed the New York expansion on NRN's Take-Away with Sam Oches.
## Key takeaways
Zaxbys must tailor restaurants to local customers, shout its differentiating characteristic, develop sell-out items, and ace fundamentals for growth.
## What happens next
Zaxbys will expand further into new markets using its 'Grow to Win' strategy.
## Key takeaway

Zaxbys opens its first New York City location using its 'Grow to Win' strategy to compete in a crowded chicken market.