Joe Fontana didn’t set out to build just another chicken sandwich chain. He wanted to build something that felt like In-N-Out, but for spicy chicken. That vision turned into Fry the Coop—a fast-growing brand with a cult following, nine stores (and counting), and a signature attitude that makes it impossible to ignore.
The strategy? Be real, be bold, and don’t be afraid to show your work.
“If you’re gonna open a restaurant, just know—for the first 18 months—you’re gonna be there grinding, sweating, setting the tone,” Fontana says. “Then you can step back and work on the business.”
That tone he’s talking about? It’s one of transparency, personality, and embracing failure as part of the process. Fontana is quick to share how a store he thought would be a slam dunk—in Chicago’s Lincoln Park neighborhood—ended up severely underperforming. Instead of hiding the misstep, he used it as a chance to learn, refine, and even turn it into content.
Going Viral
One of Fry the Coop’s most viral moments came when a Raising Cane’s opened across the street. Fontana and his social team filmed a spoof where a customer asked them to “fix” a box of Cane’s chicken. They seasoned it up and handed it back. The post exploded.
“We’re not trying to bash anyone,” he explains. “We’re just saying—hey, support local.”
That mindset extends to everything the brand does. Whether it’s sponsoring a minor league hockey Zamboni or spotlighting high school employees, Fontana’s playbook revolves around community, creativity, and consistency.
Beef Tallow
Another major differentiator? Beef tallow. From day one, Fry the Coop has used it instead of seed oils for frying.
“I digest food better with beef tallow,” Fontana says. “It tastes better, it’s healthier, and people are starting to ask about it. So we tell that story.”
The Power of Storytelling
That storytelling extends across social media, email, and even Google reviews. Every few weeks, Fontana and his team block out time to create as much content as possible. Some of it’s funny. Some of it’s educational. Some of it goes viral—and some doesn’t. But they show up.
“If we can make someone smile, that’s delivering happiness,” he says.
For Fontana, it’s never just about the chicken sandwich. It’s about the experience, the connection, and the culture. The restaurant is the stage—but the real show is everything that happens around it.
Fry the Coop doesn’t just sell food. It delivers joy, wrapped in a bun, with a side of swagger.
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