Second Bay State Unit

Big Chicken, the fast-casual chicken sandwich concept founded by Shaquille O'Neal and backed by Craveworthy Brands, opened its second Massachusetts storefront on August 22 in Beverly, pushing the brand past 40 locations system-wide with dozens more in development across North America. The Beverly unit at 55 Dodge Street is operated by local franchise group JBMM Hospitality — principals Barry Lattuca, James O'Hanlon, Michael Scibelli and Martin LaChance — the same team running the brand's Wrentham Premium Outlets location.

JBMM's path to a two-unit Massachusetts operation followed an unconventional launch playbook. The group introduced Big Chicken to the Bay State via the brand's "Dunk Truck" mobile pop-up at Wrentham Premium Outlets in 2025, then converted strong consumer demand into a permanent storefront at the outlets in January 2026 before signing on for Beverly. That pop-up-to-brick-and-mortar progression reflects a franchise development tactic gaining traction among emerging fast-casual concepts looking to de-risk market entry before committing to full build-outs.

Grand Opening Mechanics

The opening promotion leans on O'Neal's basketball identity: the first 36 guests in line — a nod to his No. 36 jersey with the Boston Celtics — receive free sandwiches for a year through the Big Chicken Rewards program, capped at $10.00 per week and redeemable every seven days. App sign-ups at the event are also eligible for a signed basketball and jersey, a loyalty-acquisition tactic that ties physical store traffic directly to digital enrollment.

The Beverly menu spans the brand's core lineup: stacked chicken sandwiches including The Shaq Attack and The Ultimate (topped with mac and cheese and crispy onion rings), crispy tenders, signature sides, hand-spun milkshakes and Shaq Snacks — tenders served on garlic toast with layered toppings. The opening also debuts the latest "Big Dip Energy" limited-time sauce, a Root Beer BBQ dip, part of a monthly rotating condiment program designed to drive repeat visits.

"Beverly has all the ingredients we look for in a Big Chicken community — great energy, a strong local identity and people who appreciate seriously good food," said Gregg Majewski, CEO of Big Chicken. "With the JBMM team leading the way, we're excited to plant our flag on the North Shore and continue growing our Massachusetts footprint."

Broader Expansion Context

Big Chicken's unit count — north of 40 open locations — is modest by QSR standards, but the brand's channel diversity sets it apart from most chicken-sandwich competitors. Alongside traditional storefronts, Big Chicken operates in arenas, airports and cruise ships, giving it access to captive high-traffic audiences that single-unit fast-casual operators rarely reach. That footprint strategy matters as the chicken sandwich segment remains one of the most competitive in foodservice, with established QSR players and emerging fast-casual challengers all vying for the same consumer occasion.

For operators tracking foodservice-at-convenience trends, Big Chicken's regional franchise model offers a reference point: a smaller group with local market knowledge scaling methodically, one or two units at a time, rather than flooding a market with simultaneous openings. Beverly's performance will likely determine whether JBMM pursues additional Massachusetts sites. Franchisees interested in the brand's growth and expansion pipeline can find development information at bigchicken.com.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.