I'm the CEO of Bojangles. Gen Z is key to helping us expand beyond our Southern roots.

"This as-told-to essay is based on a conversation with José Armario, the CEO of Bojangles. It's been edited for length and clarity. I've been CEO of Bojangles since 2019, when we took the company private. From the very beginning, I knew we had a special brand on our hands - now, I'm in charge of making sure everyone else knows it, too. That means making sure it's clear we've got something for everyone, even when everyone wants something different."

"For decades, Bojangles was the best-kept secret in the restaurant industry. We were a powerful regional chain, founded in Charlotte, but for most of our 49 years, we stayed in our Southeastern stronghold. That's changing. Today, we're in places like Las Vegas, New Jersey, and Texas. We're opening in California soon. Wherever we go, the story is the same: people love our bold flavors, scratch-made food, and Southern hospitality. When we open, we're consistently breaking sales records."

"Technology is also helping us grow. We're leading the industry with AI in the drive-thru, which enhances accuracy and frees up our team to focus on delivering exceptional customer service. But I don't think restaurants should ever eliminate the human touch. Hospitality matters. Guests still want to be greeted by name and have a hot cup of coffee poured at their table."

Bojangles is expanding beyond its Southeastern stronghold into markets including Las Vegas, New Jersey, Texas and soon California. The chain built a reputation over 49 years for bold flavors, scratch-made food, and Southern hospitality. Signature items include biscuits made through 49 steps and chicken tenders rated the best in the industry, complemented by well-regarded sauces. Technology investments include AI in the drive-thru to improve accuracy and free staff for service. Hospitality remains central: guests are greeted by name and served with care. The brand is pursuing Gen Z through menu innovation and modern design while consistently breaking sales records at new openings.

Read at Business Insider