Marketing

McHenry Group opening Dirty Bird Chxx in Utah

Photo by istock.com

September 10, 2021

The McHenry Group, a restaurant group focused on experiential concept creation, will open a Dirty Bird Fried Chxx, a Nashville-inspired hot chicken concept, in Ogden, Utah today, according to a press release.

The grand opening of the 1,050-square-foot stand-alone store marks the brand's first location following acquisition by Wags Capital in August. The restaurant is located at 350 Park Blvd.

"At TMG we are passionate about brand creation and have been building serious momentum with Dirty Bird since its inception," Michael McHenry, TMG founder, said in the release. "To go from concept to selling a scale-ready brand in 18 months lets us know that we have a winning formula. We have been working to grow this transformational brand from the start and believe that opening a new location just a week after announcing the brand's acquisition sends the clear message that Dirty Bird is here, that we've got the goods and that we can go even bigger!"

In addition to a ribbon cutting, grand opening activities will include Dirty Bird swag giveaways, a giveaway where 10 of the first 100 guests on Friday will have a chance to win free Dirty Bird food for one year and an evening "block party" with local business neighbors Wimpy and Fritz.

Wags Capital, who holds a majority stake in Dirty Bird and has committed $20 million to open 30 locations in the next 12-14 months, has seven locations under lease with several others in early negotiations.

Since its inception, TMG has introduced five concepts in its three years of operation including Sunday's Best, featuring a chef-crafted all day brunch menu in Sandy, Utah, Ginger Street, a "Southeast Asian Hawker-Style street food" restaurant located downtown in Salt Lake City, Dirty Bird Chxx, offering Nashville-inspired hot chicken to guests in Provo, Utah; acquiring ownership of Oak Wood Fire Kitchen in Draper, Utah, and digital brand, Southside Pizza Company, delivering hand tossed, Neapolitan-style pizza in the Salt Lake City area.