Cross-category limited-time offers are a proven traffic driver in quick-service chicken, and Zaxby's is leaning into the playbook with a nationwide rollout of its NERDS Strawberry Milkshake, available at all 1,000-plus locations across 24 states beginning August 31 for a limited time.
From Test to National
The item was first introduced in select markets in 2025 as a regional trial. Guest response was strong enough to justify a full national push — a progression that reflects the growing operator reliance on candy and confectionery brand licensing to generate novelty without permanent menu complexity. The shake combines Zaxby's hand-spun strawberry milkshake base with Original NERDS candies blended throughout, finished with NERDS Gummy Clusters, Rainbow NERDS, whipped cream, and a Maraschino cherry.
"The NERDS brand is such a fan-favorite, iconic candy, and we knew its signature sweet-and-tangy crunch would take our hand-spun Strawberry Milkshake to a whole new level," said Patrick Schwing, Chief Marketing and Strategy Officer at Zaxby's. "After seeing how much guests loved it in our test markets, we're excited to bring it to fans nationwide for a limited time."
Why the Collab Model Works
Co-branded beverage launches have become a core tool for chicken-focused quick-service chains looking to extend check averages and drive repeat visits during slower dayparts. Pairing a recognizable confectionery IP — NERDS is owned by Ferrara, itself a subsidiary of Ferrero — with a legacy menu item lowers the creative risk while maximizing social shareability. For Zaxby's, which operates more than 1,000 restaurants and was named Transformational Brand of the Year by QSR Magazine in 2025, the milkshake category represents a differentiated beverage lane relative to competitors concentrated in carbonated soft drinks and lemonade.
The limited-time framing also aligns with broader LTO strategy trends across the foodservice sector, where scarcity signals have been shown to compress the consumer decision cycle and accelerate trial. Chicken QSR in particular has leaned on dessert and beverage add-ons to lift per-visit spend as protein costs remain elevated.
Distribution and Access
The NERDS Strawberry Milkshake is available in-restaurant, via the Zaxby's website, and through the brand's mobile app. The chain's digital infrastructure — which includes loyalty integration through the app — gives Zaxby's a direct channel to convert first-time milkshake purchasers into repeat digital customers, a metric that carries long-term unit economics implications for a franchise system of its scale. Operators and franchise development observers tracking Zaxby's growth footprint will note that the system now spans 24 states, with Atlanta remaining its headquarters. No end date for the promotion has been disclosed.
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.
