Quick Summary
- 1Bojangles opened its first New York City location in Flatbush, Brooklyn, on January 12, featuring 38 dine-in seats and a drive-thru.
- 2The chain is directly targeting the city's breakfast culture with its all-day menu of biscuit sandwiches, challenging the dominance of bagels.
- 3Bojangles' culinary leadership emphasizes a 49-step process for its biscuits, blending Southern tradition with modern customer preferences.
- 4The move comes as fast-food breakfast becomes a key battleground, with chains seeking growth amid declining overall foot traffic.
Quick Summary
The Southern chicken chain Bojangles has officially launched its assault on the New York City breakfast market. On January 12, the brand opened its first location in the Flatbush neighborhood of Brooklyn, bringing a menu centered on fresh-made buttermilk biscuits and Southern-style chicken filets.
This expansion represents a significant strategic shift for the North Carolina-based company, which has historically been concentrated across the Southeastern United States. By entering a city with deeply entrenched breakfast habits, Bojangles is positioning itself to capture a share of the lucrative morning meal daypart, tapping into the growing demand for convenient, grab-and-go options among New Yorkers.
A Brooklyn Debut
The new Flatbush restaurant marks Bojangles' entry into the competitive New York market. The location features 38 dine-in seats alongside a drive-thru, designed to accommodate the city's fast-paced lifestyle. This format aligns with broader trends showing New Yorkers' enthusiasm for quick, accessible breakfast solutions.
Marshall Scarborough, the chain's vice president of menu and culinary innovation, views the launch as an opportunity to disrupt local norms. He noted that while New Yorkers are famous for their bagels and cream cheese, he believes the chain's offerings will generate significant attention.
I think we're going to turn a lot of heads with our fresh-made buttermilk biscuits and our really flavorful chicken filets.
The company, headquartered in North Carolina, has long relied on its breakfast menu as a defining element of its identity. The Brooklyn location serves as a testing ground for the brand's appeal in the Northeast, featuring a simplified menu focused on core favorites.
"I think we're going to turn a lot of heads with our fresh-made buttermilk biscuits and our really flavorful chicken filets."— Marshall Scarborough, Vice President of Menu and Culinary Innovation
Culinary Philosophy
Bojangles' approach to its menu is rooted in Southern cooking traditions. Scarborough explained that the chain's culinary team has studied the techniques of Southern cooks, grandmothers, and chefs who have perfected these recipes over many years. The goal is to take that heritage and modernize it for today's customer.
Quality control is a major focus of this strategy. The chain claims its biscuits require a 49-step process to ensure consistency and flavor. This attention to detail is intended to differentiate Bojangles from competitors in a crowded fast-food landscape.
- Bacon, egg, and cheese sandwiches
- Sausage, egg, and cheese sandwiches
- Chicken filet sandwiches
- Made-to-order iced coffee (testing phase)
Scarborough emphasized that the goal is to offer a satisfying meal, stating, "It's not just a sad breakfast." The menu is designed to appeal to office workers and families seeking convenient, filling meals to start their day.
The Breakfast Wars
The expansion occurs within a shifting fast-food landscape. As chains grapple with declining foot traffic and rising prices, breakfast has emerged as a promising growth opportunity. Major players like McDonald's and Dunkin' have aggressively updated their morning offerings, focusing on value-driven deals to secure daily customer routines.
For Bojangles, the financial stakes are clear. The company reports that 31% of sales at its full-size, company-operated locations occur before 11 a.m. However, the sector faces challenges. Nation's Restaurant News reported that breakfast traffic at quick-service restaurants fell by 8.7% in the second quarter of 2025 compared to the previous year.
This decline is steeper than other meal periods, with lunch dipping 2% and dinner growing 1.8%. Bojangles hopes its distinct Southern profile will reverse this trend for its specific locations. By offering a unique alternative to standard fast-food breakfast items, the chain aims to translate curiosity into consistent sales.
Competing with Bagels
Entering New York City means confronting a specific culinary giant: the bagel. A 2024 survey found that the average New Yorker consumes approximately 111 bagels annually, highlighting the depth of this local tradition. Bojangles is not shying away from this competition but rather leaning into it.
Scarborough believes that the quality of their biscuits can compete directly with local staples. The chain's strategy relies on the appeal of a hot, fresh breakfast sandwich that contrasts with the often cold, simple nature of a bagel with cream cheese.
You want to be the office hero — bring a box of biscuits.
The company is betting that the combination of savory chicken, melted cheese, and flaky biscuits will resonate with New Yorkers looking for a hearty morning meal. The Brooklyn location serves as the first test of whether Southern comfort food can find a permanent home in the Northeast's most competitive food city.
Looking Ahead
Bojangles' arrival in New York City signals a new phase of expansion for the Southern chain. By placing a flagship location in Brooklyn, the company is testing the limits of its brand appeal beyond its traditional regional stronghold. The success of the Flatbush restaurant will likely influence future expansion plans throughout the Northeast.
The move also highlights the intensifying competition for the American breakfast consumer. As economic pressures mount, chains must offer distinct value propositions to secure customer loyalty. Whether through a 49-step biscuit process or a drive-thru convenience model, Bojangles is staking its claim on the morning meal, hoping that New Yorkers are ready to swap their bagels for biscuits.
"We've learned from all the Southern cooks out there, the grandmas and the Southern chefs that have been making this stuff for many years. We're just taking what we've learned and modernizing it for today's customer."— Marshall Scarborough, Vice President of Menu and Culinary Innovation
"It's not just a sad breakfast."— Marshall Scarborough, Vice President of Menu and Culinary Innovation
"There's a lot of art and science that goes into making the perfect biscuit."— Marshall Scarborough, Vice President of Menu and Culinary Innovation
"You want to be the office hero — bring a box of biscuits."— Marshall Scarborough, Vice President of Menu and Culinary Innovation
Frequently Asked Questions
Bojangles opened its first New York City restaurant in the Flatbush neighborhood of Brooklyn on January 12. The location includes 38 dine-in seats and a drive-thru, designed to serve the city's breakfast crowd.
The chain is challenging the city's bagel dominance with its Southern-style menu featuring fresh-made buttermilk biscuits and chicken filets. Culinary leadership emphasizes a 49-step process for their biscuits to ensure quality and consistency.
Breakfast is becoming a key battleground as fast-food chains face declining overall foot traffic. While Bojangles reports that 31% of its sales occur before 11 a.m., industry-wide breakfast traffic fell 8.7% in the second quarter of 2025.
