David Chang Opens Fuku, Attempts to Corner the Spicy Chicken Sandwich Market

Two weeks after former Starwood Capital exec Jessica Bologna opened cozy Chelsea bacon, egg, and cheese sandwich shop BEC, with global expansion in mind from Day One, Momofuku mastermind David Chang today opens humble East Village spicy chicken sandwich shop Fuku, at 163 First Avenue, with the same ambitious agenda.

Per Grub Street:

After six months of intensive R&D in the 600-square-foot East Village birthplace of Momofuku. (and original location of its Noodle Bar), David Chang is ready to unveil Fuku, home of the $8 spicy-fried-chicken sandwich and prototype for what the chef hopes will become a fast-food brand. The obvious inspiration is Chick-fil-A, which Chang grew up eating in suburban Virginia, but he’s also a vocal fan of In-N-Out for its unique corporate culture as much as for its burger. Chang describes Fuku as “our attempt to sort of honor the great fried-chicken places and fast-food concepts out there, to do our version of that, and hopefully, to make it better.”

Besides separating himself from the competition by marinating chicken thighs in habanero, infusing butter with notes of fermented chickpeas, and steaming his Martin’s potato rolls, Fuku also features a liquor license. One thing the competition has on him however is chairs. Fuku is standing room only.

New: The Mediaite One-Sheet "Newsletter of Newsletters"
Your daily summary and analysis of what the many, many media newsletters are saying and reporting. Subscribe now!