Dave's Hot Chicken debuts its first Super Bowl ad and expands sports partnerships

Dave's Hot Chicken is running its first Super Bowl ad while promoting customizable game-day 'Hot Boxes' and major sports partnerships, as the brand continues global franchise expansion.

Dave's Hot Chicken is running its first Super Bowl ad and highlighting new sports partnerships and fan-focused moments ahead of the Big Game. The brand is promoting its Dave's Hot Boxes as a customizable game-day option with choices of spice levels, tenders, sliders, bites and cauliflower offerings. The company began in 2017 when three childhood friends pooled $900 to start selling chicken from a parking lot with portable fryers and folding tables, and it later opened an East Hollywood restaurant. Key details: - The company is airing its first Super Bowl advertisement and is promoting fan-focused activations tied to sports partnerships. - Dave's Hot Boxes are marketed as customizable game-day packages with multiple protein and spice options, including a cauliflower alternative. - The brand began in 2017 when founders Dave Kopushyan, Arman Oganesyan and Tommy Rubenyan started in a parking lot with portable fryers and folding tables. - In 2019 the team moved into franchising with a deal involving Bill Phelps, and the artist Drake is noted as an investor. - The company reports it has sold rights to more than 1,000 franchise locations across the U.S., Middle East, Europe and Canada, and says it will open 150-plus locations this year. Summary: The Super Bowl ad and sports partnerships are being used to showcase game-day offerings and fan moments while the company continues an aggressive franchise rollout. The business reports over 1,000 franchise rights sold and plans to open more than 150 locations this year.