Huey Magoo's Expands in Miami's Fierce Fast-Casual Chicken Market

MIAMI, FL – February 13, 2026 – The battle for South Florida's fast-casual diners has intensified with the arrival of another major player in North Miami. Huey Magoo's, the Orlando-based brand known for its premium chicken tenders, has opened its 86th national location on Biscayne Boulevard, signaling a confident push into one of the country's most competitive restaurant landscapes.

The new 2,400-square-foot restaurant, complete with indoor and outdoor seating, represents a significant step in the company's aggressive growth strategy. However, its opening comes as Miami's dining scene is grappling with the pressures of its own success, a market characterized by both explosive growth and intense competition.

The South Florida Chicken Wars

South Florida, and Miami in particular, has become a hotbed for the restaurant industry. Fueled by a robust economy, a surging population, and strong tourism, the region has seen an unprecedented boom in new dining establishments. With over 8,700 restaurants in Miami-Dade County alone, the market is both vibrant and densely packed. This saturation has created a high-stakes environment where only the strongest concepts survive.

The fast-casual chicken segment is at the epicenter of this competition. National and regional brands are vying for consumer loyalty, each hoping to carve out a profitable niche. While the demand for quality, convenient food is high, so are the operational challenges. Rising real estate costs, supply chain issues, and a competitive labor market create a difficult climate, forcing restaurants to innovate constantly to stay relevant. Huey Magoo's entry into North Miami is not just another opening; it's a strategic move in a broader industry battle for market share.

A Franchise-Fueled Strategy

The driving force behind the brand's local expansion is a dedicated group of franchisees: Frank Hennessey and brothers Harry and Henry Dixon. The North Miami location is the fourth of nine stores the group plans to open across Broward and Dade Counties, representing a significant investment and a deep belief in the brand's potential in the region.

"Opening our fourth Huey Magoo's location is an exciting milestone for our team," said franchisee Henry Dixon. "Each restaurant represents our dedication to delivering great food and a great guest experience, and we're incredibly proud to continue growing with the brand. The support from the community has been outstanding, and we look forward to bringing even more guests the quality and hospitality that Huey Magoo's is known for."

This franchise-centric model is the cornerstone of the company's national expansion. Since being acquired in 2016 by a team of industry veterans, including former Wingstop executives, the chain has pursued rapid growth. The initial franchise fee is $35,000, with total investment costs ranging from approximately $862,900 to nearly $3 million per location. This model allows the brand to scale quickly while leveraging the local market expertise and capital of entrepreneurial partners like the Dixon-Hennessey group.

Beyond the Tender: Innovation and Loyalty

In a crowded field, Huey Magoo's aims to differentiate itself with a core promise of quality, branding its product as the "Filet Mignon of Chicken." The company emphasizes that its tenders are made from the top 3% of the chicken—the tenderloin—and are never frozen. Customers can choose between hand-breaded, grilled, or "sauced" options, complemented by a selection of ten house-made dips and sauces.

To broaden its appeal, the company recently introduced Grilled Tender Bites, a high-protein, snackable option designed for health-conscious consumers and those seeking a lighter meal. This move reflects a broader industry trend toward menu diversification to capture a wider audience. The menu also includes fresh-made salads, sandwiches, and wraps, alongside house-made sides like hand-spun chips and banana pudding.

Beyond the food, the brand is investing in technology to foster customer retention. The recently launched Magoo's Rewards™ loyalty program offers points for every dollar spent and provides new users with a free meal, a common but effective tactic to encourage app downloads and repeat visits. By integrating online ordering, rewards, and delivery through its mobile app, the company is competing not just on flavor, but on convenience and customer engagement.

A Strategic Homecoming

For Huey Magoo's President and CEO, Andy Howard, the Miami expansion is more than just a business objective; it's a personal one.

"Our second Miami location underscores the strong momentum behind Huey Magoo's and the expanding demand we're seeing across South Florida," Howard stated. "Miami is more than a key growth market for us; it's where I grew up, and it's deeply rewarding to see our strategic vision come to life in a place that shaped me. This opening reflects the strength of our franchise partners, the consistency of our operations, and the confidence we have in building a long-term, meaningful presence in Miami."

This strategic vision includes over 250 new restaurants currently in development across 12 states. The company is also exploring non-traditional locations like airports and college campuses and has developed a smaller, more cost-effective restaurant prototype to accelerate growth.

The new North Miami restaurant is now open at 13256 Biscayne Blvd. A grand opening celebration, featuring a ribbon-cutting ceremony, a live DJ from Y-100, and giveaways, is planned for March, officially marking the brand's latest effort to win over the hearts and taste buds of South Florida's discerning diners.