Bojangles Targets NYC with Southern Biscuit Breakfast

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.

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.

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 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.

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.

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.