Huey Magoo’s: Redefining Quality in Fast-Casual Chicken Dining

Huey Magoo’s Chicken Tenders was established in 2004 by Matt Armstrong and Thad Hudgens in close proximity to the University of Central Florida. Based in Orlando, Florida, the brand quickly carved out a niche in the fast-casual space by focusing exclusively on premium chicken tenders.

A major turning point came in 2016 when a group of seasoned Wingstop executives, led by Andy Howard—now the company’s President and CEO—took over and launched an ambitious growth strategy.

The brand started franchising in 2012 with a mission to serve fresh, handcrafted chicken tenders. Its menu showcases a variety of offerings including grilled and hand-breaded tenders, sandwiches, wraps, salads, and signature dipping sauces.

What sets Huey Magoo’s apart is its commitment to quality. The chain uses only the top 3% of chicken tenderloins—dubbed “The Filet Mignon of Chicken”—to deliver a consistently superior dining experience.

Training

Huey Magoo’s offers a comprehensive and structured training program to ensure franchisees and their teams are fully prepared to operate their restaurants effectively. The training focuses on both theoretical knowledge and practical application, covering various operational and managerial aspects.

1. Initial Training Program: This is a 21-day program (plus 5 additional days if opening a Drive-Thru/Pick-Up location) provided to owners, managers, and designated representatives. It includes instruction on food preparation, restaurant development, sourcing, customer service, sales techniques, and operational systems. Attendance is mandatory, and all trainees must pass a final exam to complete the program.
2. Pre-Opening On-Site Training: Before the restaurant opens, Huey Magoo’s sends corporate trainers to provide hands-on support at the franchise location. This includes staff training, procedural standardization, and ensuring readiness for business operations.
3. Opening Support: The corporate team assists during the restaurant’s opening phase, providing Quality Service and Cleanliness (QSC) inspections and helping implement Huey Magoo’s standards on-site.
4. Ongoing Support: After opening, franchisees receive continued guidance through online, phone, and email support. This includes help with hiring, inventory management, and other operational tasks.
5. Annual and Additional Training: Franchisees and managers are required to attend annual conventions and may be called to additional meetings or training sessions covering new products, systems, or promotions.

Territory Protection

Huey Magoo’s grants its franchisees a Limited Protected Territory, which is generally defined in the Franchise Agreement and described in an attached exhibit. This territory is typically determined by demographic and market factors and usually does not exceed a 3-mile radius around the restaurant.

Within this area, Huey Magoo’s agrees not to open or franchise another restaurant under the same brand as long as the franchisee is in compliance with the agreement.

However, the protection is limited. Huey Magoo’s retains the right to establish restaurants in Non-Traditional Sites within the same territory—such as airports, stadiums, or schools—and can also sell products through alternative channels like online or catalog sales. Additionally, Express Restaurants do not receive any territorial protection, and the franchisor may continue to expand in ways that may affect nearby franchisees.