Super Chix's mission is simple: chicken, fries, drink.

Super Chix's mission is simple: chicken, fries, drink.

Sarah Blaskovich

Fast-food giant Yum! Brands -- the company responsible for Taco Bell, KFC and Pizza Hut -- is digging deeper into the Dallas-Fort Worth market with the opening of its second Super Chix.

[UPDATE at 2 p.m. May 15: It's expected to open May 19.]

Super Chix is one of several new fast-food restaurants Yum! Brands is testing out. The strategy with this sandwich-or-tenders joint is nothing like Yum!'s big three restaurants, which seem to pop up like wildfire all over the country.

No, these are on a much smaller scale. The first Super Chix opened in Arlington and was a test restaurant, according to a Dallas Morning News story in April 2014. At the time, it was thought to be Yum!'s answer to Chick-fil-A.

The opening of Super Chix No. 2, this one at Preston and Belt Line roads in Dallas, shows Yum! growing this brand, though a press release still calls it "an exploratory concept."

Yum! Brands also opened a Vietnamese sandwich shop called Banh Shop near SMU last year. A second location in D/FW International Airport quickly followed.

It is also testing U.S. Taco Co. in California, which hasn't made its way to Texas yet. That restaurant is described by TIME as "Taco Bell for foodies." 

SW corner of Preston and Belt Line roads, 14999 Preston Road, Suite 226, Dallas.

In a blog post in summer 2014, reps at Super Chix admitted their fries needed improvement. The candid approach -- given that Super Chix comes from one of the world's largest fast-food companies -- was surprising.

In a blog post in summer 2014, reps at Super Chix admitted their fries needed improvement. The candid approach -- given that Super Chix comes from one of the world's largest fast-food companies -- was surprising.

Sarah Blaskovich
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