The Launch
Zaxby's is rolling out its first limited-edition sauce — Alabama White BBQ Sauce — across more than 1,000 locations in 24 states beginning August 4, available while supplies last. The tangy, peppery condiment becomes a 13th option alongside the chain's existing lineup of 12 signature sauces, though only temporarily. Once the small-batch supply runs out, it's gone.
The Atlanta-based chicken concept tested hundreds of recipes before settling on the final formula, according to Patrick Schwing, Chief Marketing Officer at Zaxby's. "We developed and tasted hundreds of recipes before landing on one we believed was truly worthy of the name," Schwing said. "The result is a rich, tangy sauce that's authentic, packed with flavor, and one we think even the most discerning southern barbecue fans will appreciate."
The Regional Play
Alabama White BBQ Sauce — a mayonnaise-based regional style popularized in the northern Alabama barbecue tradition — has been gaining mainstream menu traction at QSR and fast-casual operators looking to signal regional foodservice credibility. For Zaxby's, a brand built on southern identity since its 1990 founding, the limited drop is as much a brand-positioning move as a menu event. The chain was named Transformational Brand of the Year by QSR Magazine in 2025.
To anchor the campaign regionally, Zaxby's partnered with Rob Rausch, a Florence, Alabama native and reality-TV personality who credits his first job to a local Zaxby's location. Rausch has publicly referenced the chain's Kickin' Chicken Sandwich as a personal staple, giving the partnership a degree of earned authenticity that straight influencer deals rarely produce. "Alabama White BBQ isn't just a sauce, it represents our state's barbecue heritage," Rausch said. "Zaxby's absolutely nailed it. They stayed true to what makes Alabama White BBQ Sauce so iconic while making it the perfect pairing for their Chicken Fingerz."
Loyalty & Access
The sauce is available at participating Zaxby's locations nationwide and through the Zaxby's app, which also houses the chain's Zax Rewardz loyalty program. Funneling a limited-time offer through the app is a standard mechanism for QSR operators to drive program enrollment and increase digital order frequency — a dynamic that convenience retailers running their own foodservice programs and loyalty platforms have increasingly adopted as the lines between c-store food and fast casual continue to compress.
For c-store operators tracking QSR competitive moves, sauce-led LTOs at chicken chains are worth watching. Proprietary condiments have become a retention and differentiation tool — driving repeat visits tied to a flavor guests can't replicate at home or find elsewhere. The scarcity mechanic, "while supplies last," adds urgency that push notifications to loyalty members can amplify effectively. Operators building out branded foodservice at the forecourt level increasingly use the same playbook to differentiate roller-grill and made-to-order programs from commodity offerings.
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.
