Ex-NASCAR CEO Brian France switches lanes, debuts chicken sandwich eatery in Charlotte
A former NASCAR CEO is revving up the chicken sandwich competition in Bojangles’ hometown with the debut of Summerbird in Charlotte.
Brian France and his investment company Silver Falcon Capital are behind the latest fast-casual restaurant opening Monday in South End at 1422 S. Tryon St. Summerbird joins other retailers like Stir, North Italia and Rhino Market & Deli at the mixed-use development The RailYard.
Summerbird hopes to lap the competition by combining a menu of “indulgent” fried chicken sandwiches and “healthy” salads, France and managing partner Austin Tate told The Charlotte Observer Wednesday in an exclusive.
In Charlotte, the chicken sandwich field is tight. Along with the iconic chicken-and-biscuit chain Bojangles, newcomers Slim Chickens, Dave’s Hot Chicken and Harold’s Chicken & Ice Bar join others like Chick-fil-A expanding in the region.
“There are a lot of chicken places out there. A lot of salad places out there. Our big focus in this was trying to marry the two,” Tate said.
But Summerbird plans to go beyond the menu, building fans by creating an ”elevated” fast-casual experience, France said.
“There will be somebody going by your table to ask if we can get you something else and not just asking you how your food was,” he said.
In keeping with the summer theme, Summerbird has an indoor swing set, some swing seats on the patio and decorative nods like a diving board repurposed as shelving for takeout orders.
“We wanted somewhere (that) felt like you were having a backyard barbecue with your friends that harkened to nostalgia and the old days of summer,” Tate said.
What to expect at Summerbird
Summerbird’s menu includes Southern classic fried chicken sandwiches and modern salads with mixed greens.
There are four types. They include the Summerbird, a crispy chicken sandwich with pickle and backyard sauce on a brioche bun, and the Sweet Carolina with pimento cheese, pepper jelly, pickled red onion and backyard sauce.
The other two sandwiches are the Calibird, a grilled chicken with avocado ranch, and Firebird, a chili-glazed chicken with chipotle mayo.
There also are four salads with mixed greens like the Sun-Kissed Kale topped with citrus dressing.
Rounding out the menu are chicken tenders, two snacks (pimento cheese and crackers or french dip and chips) and sides from homemade macaroni and cheese and butternut squash to roasted vegetable salad and Southern street corn.
For dessert, there are milkshakes, floats, soft-serve ice cream, or chocolate chip or sugar cookies.
The restaurant space is about 2,900-square-feet with seating for 70, plus a rolling garage door out to the patio space that seats about 30 people, Tate said. Lots of greenery inside and out gives it a backyard atmosphere.
Summerbird expects to hire up to 40 full- and part-time employees.
Hours will be 11 a.m.-10 p.m. Sunday-Thursday and 11 a.m.-11 p.m. Friday-Saturday.
Plans for more Summerbirds
Summerbird is the first restaurant operated by Silver Falcon Capital. However, the Charlotte-based company partners with several other restaurants in California and Florida.
And, France and Tate are already making plans to expand within the city’s limits and across the country. Negotiations for more locations are already underway along the Interstate 85 corridor in the Charlotte region, Tate said.
“We’ll have a couple more stores up within the next 12 to 18 months here in Charlotte,” France said. “We’re just getting started.”
About Brian France and Silver Falcon Capital
France started Silver Falcon Capital investment company after leaving the family business NASCAR, which was co-founded by grandfather Bill France Sr. and uncle Jim France in 1948.
Brian France followed his father, Bill France Jr., as CEO from 2003 until 2018, when he was publicly ousted.
Brian France is credited with leading the transformation of NASCAR as a regional sport into the multi-billion dollar global sports entertainment powerhouse.
France’s investment company helps entrepreneurs, including four restaurants in Florida and California, as well as sports businesses Motorsport Games and ISC.
France said he’s found similarities between operating a restaurant and running NASCAR, including facing competition.
“Bringing that all home for people, entertaining them, satisfying them, it’s all relatively the same thing,” France said.
Chicken sandwich competition
Summerbird competition comes from other chicken sandwich chains in the Charlotte region in Bojangles’ hometown turf.
In March, Arkansas-based Slim Chickens made its North Carolina debut opening its first Charlotte store in the University City area. The fast-casual chain plans to open another 14 locations in North Carolina and South Carolina, including Indian Trail and Concord.
West Coast-based Dave’s Hot Chicken is planning to open 12 fast-casual franchise locations in Charlotte.
Bojangles, founded in Charlotte in 1977, has been expanding, too, with a drive-thru-only site at 3809 E. Independence Blvd. and another store at 300 West Ave., The Charlotte Observer previously reported. The chicken-and-biscuit chain also has opened or plans to open nearly 130 stores with debuts in Ohio, New York, Texas, Illinois and Arkansas over the past two years. Plus, Bojangles’ expansion includes 40 restaurant openings at Love’s Travel Stops.
Chick-fil-A recently opened a new Gaston County in Gastonia on Cox Road after closing its Franklin Square store. Last July, a store opened in Belmont at 925 South Point Road and in October, Chick-fil-A opened a store at 7404 Matthews Mint Hill Road in Mint Hill. The Atlanta-based fast-food chicken chain also reopened its renovated East Woodlawn Avenue as drive-thru-only site.
This story was originally published August 26, 2022 at 6:00 AM with the headline "Ex-NASCAR CEO Brian France switches lanes, debuts chicken sandwich eatery in Charlotte."