Dave's Hot Chicken Heats Up Super Bowl with Major Marketing Push
The cult-favorite hot chicken brand Dave's Hot Chicken is making its biggest marketing splash yet with a multi-faceted campaign centered around the Big Game. The company has announced its first-ever Super Bowl commercial alongside significant sports partnerships that signal its growing presence in the competitive fast-food landscape.
Super Bowl Debut Showcases Authentic Fan Reactions
Dave's Hot Chicken will air its inaugural Super Bowl advertisement in both New York and Los Angeles markets, marking a significant milestone for the brand that began as a parking-lot pop-up in 2017. The commercial features genuine customer reactions captured from the brand's extensive library of user-generated content, highlighting the emotional responses that have helped the company amass more than seven million social media followers.
"This is a huge moment for us," said Jim Bitticks, CEO of Dave's Hot Chicken. "Running our first-ever Super Bowl ad is about celebrating our fans and the culture they've helped build. Our guests have always been the heart of Dave's, and seeing their real reactions on the biggest stage reinforces why we do what we do."
The timing coincides with the brand being named Yelp's #1 Most Loved Brand, adding momentum to its rapid expansion from humble beginnings to international recognition.
Strategic Sports Partnerships Expand Brand Reach
Beyond the television commercial, Dave's Hot Chicken has secured two significant sports partnerships to maximize its Big Game presence. The company has teamed with DraftKings for the Championship Heat Check, offering customers a chance to win $10,000 through a special promotion that combines the excitement of sports betting with the brand's signature spicy offerings.
Additionally, Dave's has partnered with Bleacher Report for a special content feature starring Detroit Lions running back David Montgomery. The athlete will participate in the brand's infamous Reaper Roulette challenge, testing his tolerance for extreme heat while creating engaging content that blends sports culture with entertainment.
Game-Day Offerings and Brand Background
For consumers looking to enjoy the Big Game with appropriate culinary accompaniments, Dave's Hot Chicken offers customizable Hot Boxes featuring various spice levels, tenders, sliders, bites, and even cauliflower options. These game-day packages represent the brand's commitment to providing versatile menu options for different taste preferences.
The company's origin story reads like a modern American dream narrative. Three childhood friends—Chef Dave Kopushyan, Arman Oganesyan, and Tommy Rubenyan—started the business in 2017 with just $900, operating from a parking lot with portable fryers and folding tables. After establishing their first brick-and-mortar location in East Hollywood, the founders secured franchising support from Wetzel's Pretzels co-founder Bill Phelps and attracted investment from global music superstar Drake.
Today, Dave's Hot Chicken has sold rights to more than 1,000 franchise locations across the United States, Middle East, Europe, and Canada, with plans to open over 150 new locations this year alone. The brand's mission remains consistent with its early days: to "blow their minds" through exceptional culinary experiences.
This comprehensive Super Bowl campaign represents Dave's Hot Chicken's most ambitious marketing effort to date, combining traditional advertising with digital engagement and strategic sports partnerships to reach both existing fans and new audiences during one of the year's most-watched sporting events.
