Fast-casual operator Crimson Coward Nashville Hot Chicken added a permanent mozzarella side — branded Cheez Nugs — to its full menu roster on September 18, rolling out simultaneously across all company locations in California, Washington, Texas, Maryland, and Virginia.
The item is made with 100% whole-milk mozzarella encased in a herb-seasoned breadcrumb crust and fried to order, served alongside a choice of the chain's house Crimson Sauce or cool ranch. The decision to make Cheez Nugs a permanent menu line item — rather than a limited-time offer — signals the brand's intent to broaden its sides program as a driver of average-check growth and repeat visits, a strategy increasingly common among fast-casual chains investing in LTO-to-permanent menu pipelines.
Heat Architecture
Crimson Coward's positioning of the new product is deliberate. The brand operates a five-tier heat system — Country (no heat), Mild, Medium, Hot, and BURRRRN, BABY, BURN — and is marketing Cheez Nugs explicitly as a "heat tamer" between bites. The science behind that claim is straightforward: milk fats in whole-milk mozzarella bind to capsaicin molecules, which can reduce the perception of heat on the palate. For a brand whose identity is built around escalating spice levels, a creamy, fat-rich counterpoint serves a functional menu role beyond novelty.
Ali Hijazi, Founder and CEO of Crimson Coward, framed the addition as a response to guest demand for premium accompaniments. "Our guests love the bold, layered heat of our spice blends, but they wanted a craveable, premium bite that complements the fire," Hijazi said. "Cheez Nugs deliver on every front: authentic whole-milk mozzarella, serious crunch, and the perfect flavor balance whether you're dipping them in sauce or pairing them with our spiciest tenders."
Distribution and Format
The item is available for dine-in, takeout, mobile app ordering, and third-party delivery. Guests can order Cheez Nugs as a standalone side or use them as an add-in for the brand's sandwiches, sliders, and wraps, offering an upsell pathway that operators can promote at the point of sale.
Founded in Downey, California in 2019, Crimson Coward has expanded through multi-unit franchise development and uses all-natural, antibiotic-free, hormone-free, and certified Halal chicken across its menu — a credential that has helped differentiate the brand in markets with significant Muslim consumer populations. The chain has flagged upcoming openings in Delaware and Florida, suggesting the five-state footprint will grow within the near term.
Sector Context
The Cheez Nugs launch arrives as fast-casual chicken concepts intensify competition over sides and snackable formats. Cheese-pull items have demonstrated strong social-media-driven sales velocity across multiple QSR and fast-casual categories, and adding a mozzarella-based product gives Crimson Coward a visually merchandisable SKU suited to short-form video content — a channel the brand's franchise growth strategy increasingly depends on. For franchise prospects evaluating the brand, a broader, higher-margin sides menu can improve unit economics and broaden daypart appeal beyond the lunch and dinner peaks that anchor most hot-chicken concepts. Industry observers tracking halal fast-casual growth in the U.S. market note that operators combining certified Halal proteins with premium, craveable sides are capturing incremental share among both observant Muslim consumers and the broader quality-focused fast-casual segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
