PDQ Long Island locations rebrand as Chick & Tender

Shakespeare famously asked “What’s in a name?” And even though the thespian wasn’t using the question in a marketing sense, it’s quite true that company and product names can often mean the difference between success and failure. 

And, in a way, Dean Poll and his partner Tom Fanning, who co-owned two PDQ chicken franchises on Long Island, one in Farmingdale and one in Westbury, asked the same question before deciding to sever their franchise relationship with Tampa, Florida-based PDQ.

“Many people didn’t know what PDQ was, maybe a luggage store or nail salon,” Poll quipped. 

Poll explained that PDQ corporate was falling short in supporting the Long Island area from a marketing perspective, despite the fact that Poll and Fanning were paying the company a franchise fee, which typically includes marketing support. 

“We told PDQ headquarters that we need more support getting the word out on PDQ in New York, but they said ‘that’s up to you,'” Poll said.

So, Poll said that he and his partner decided about a year ago to go out on their own and sever their relationship with the franchise. 

“In doing so, we chose a name that’s more recognizable to what we are as ‘a chicken place.’  We went with ‘Chick & Tender,’ so people would know immediately what we were doing,” Poll said. “That was really our initial incentive for the rebrand, to change the name.”

He also said that not being involved with the PDQ chain enables them to make various adjustments that can ultimately help their bottom line. For example, Poll explained that Chick & Tender features a more “New York” style menu, rather than PDQ’s more Southern-oriented menu.

While Poll explained that about 60 percent of their previous and current sales still rely on the traditional, crispy chicken sandwich and tenders with various sauces, they have added newer items such as the BLTA, which is a marinated grilled chicken sandwich with bacon, lettuce, tomato and smashed avocado and their own version of the chicken parmesan sandwich with mozzarella cheese and tomato sauce on Texas toast.  

The restaurant also features an array of salads, sides, artisan shakes, drinks and snacks. 

“Our newer items have been very well received….,” Poll said, adding “which we do a nice job with, as well as our tenders.” 

Poll is no stranger to the hospitality business with more than four decades of restaurant experience under his belt having owned the Boathouse in Central Park for more than 20 years, in addition to being the current owner of the venerable Gallagher’s Steak House restaurants in New York City and Boca Raton, Florida.

“Being a restaurant person as long as I have gives me the opportunity to make changes as I see fit, introduce new items and listen to customers,” Poll said. “We’re making adjustments during this preview period to make the restaurant a ‘well-oiled’ machine.” 

Asked about increasing competition among fast-food chicken spots, such as Chick-fil-A, Raising Cane’s, Popeye’s and others, Poll noted it’s just part of the game. 

“If we were the only ones selling chicken, that would be great,” he said,.”But it’s not the American way.”

He added that the rebrand also allows the ownership team to take advantage of long-term relationships already established with meat and produce vendors that service his other restaurants in the metro area. 

Chick & Tender’s Farmingdale restaurant, located at 1004 Broadhollow Road, hosted its grand opening event on Saturday. The Westbury location — 1236 Old Country Road — has a grand opening event planned for this Saturday at 10:30 a.m. 

The grand opening events include Chick & Tender gifts for the first 50 guests; contests to win a free meal each month for a year: live entertainment; family friendly activities and an opportunity to sign-up for Cluck Rewards for special discounts.

Chick & Tender also plans to give back to the community by donating 10 percent of sales from each grand opening event to local music programs.

_{Top photos: Inset photo from Facebook, feature photo is a GLI file photo.}

Prior coverage

Chick & Tender to replace both PDQs on Long Island