Dave’s Hot Chicken CEO Says Quick Service Isn’t The Main Priority Anymore

Dave’s Hot Chicken is shifting its pitch: speed will no longer be the chain’s primary selling point, the company’s chief executive told reporters this week, as it moves to emphasize food consistency and the in-store experience. The announcement signals a strategic change for the fast-casual chicken brand that began as a Los Angeles pop-up in 2017 and expanded rapidly across the U.S. and abroad. Executives said the company will slow some aspects of its rollout and refocus resources on training, quality control and redesigning outlets to feel more like neighborhood eateries.

The change follows a period in which the brand prioritized rapid transactions and high-volume service to fuel growth. Now, executives say, customers are increasingly demanding thoughtful preparation and predictable plates, not just quick handoffs. “We still value speed, but we’ve realized that getting the order right and making people feel welcome matters more,” the CEO said in a recent interview. Management plans to adjust schedules, retrain staff and tweak kitchen workflows so cooks can spend more time on each item without creating long waits.

For regulars, the shift means modest changes at the counter: more made-to-order elements, an expanded emphasis on consistency checks and refreshed front-of-house design meant to slow the rush. Corporate says about one-half of upcoming refurbishments will add more seating and visibility into the kitchen, while roughly one-quarter of new hires will focus on guest services rather than back-of-house speed. Those moves reflect a broader push to turn quick stops into places people feel comfortable lingering for a meal.

Analysts say the pivot mirrors a maturing phase for many chains that scaled rapidly during the delivery boom and pandemic-era demand. “As brands grow, they often trade sprinting for distance running,” an industry consultant said. He added that emphasizing predictability can boost repeat visits and reduce waste, even if it trims throughput slightly. Investors will watch whether the approach improves margins by lowering drive-through errors and staff turnover, or whether it risks ceding customers to rivals that promise faster service.

The operational shift also responds to labor-market realities and supply snags that made hyper-fast service harder to sustain profitably. By focusing on staff training and kitchen layout, the chain hopes to reduce mistakes that generate costly refunds and remakes. And managers say better-trained crews tend to stay longer, which saves money on hiring and shortens the time needed to open new sites.

For now, the change won’t mean a complete move away from convenience: digital ordering, curbside pick-up and delivery partnerships will remain in place. But Dave’s Hot Chicken is betting that improving the meal itself and the in-store welcome will build steadier business over the long run. Customers in several pilot markets will see the new approach this quarter, and company leaders say they’ll measure guest satisfaction and repeat visits before rolling changes out more broadly.