Marketing

Hattie B’s Hot Chicken overhauls digital experience with FNGRFOOD launch

Photo: Hattie B's

May 11, 2026

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Hattie B's Hot Chicken is turning up the heat on its digital strategy with the launch of a web and mobile experience powered by FNGRFOOD, a proprietary customer experience platform from digital agency Moxie Labs.

The rollout marks the first national deployment of the FNGRFOOD platform, replacing Hattie B's legacy third-party ordering system with a custom-built architecture designed to fuel the brand's aggressive U.S. expansion.

Breaking the 'white-label' mold

As fast-casual brands face increasing pressure to own their customer data, Hattie B's move signals a shift away from standard, "cookie-cutter" ordering apps. The platform unifies the brand's technology ecosystem — including POS systems and guest data — into a single interface.

"Hattie B's is a great example of a brand that has outgrown the limitations of traditional white-label platforms," Justin Mathews, founder and CEO of Moxie Labs, said in a company press release. "FNGRFOOD gives them the flexibility to create a digital experience that truly reflects their brand while maintaining the operational efficiency required to scale."

Key digital enhancements

The digital overhaul focuses on three primary pillars for the fried chicken chain:

Bespoke UI/UX: A custom-designed interface that mirrors the brand's in-restaurant Southern hospitality.
Unified Loyalty: Deep integration with the "Coop Club" loyalty program, allowing for better guest insights and retention.
Operational Sync: Real-time synchronization with kitchen workflows to improve order accuracy and reduce wait times for pickup and delivery.

"We knew that to keep pace with our growth, our digital presence had to reflect the same quality as our in-restaurant service," Joel Chrisman, CEO of Hattie B's, said in the release. "FNGRFOOD gives us the flexibility we were missing."

Scaling the coop

Founded in 2012 by Nick Bishop Sr. and Nick Bishop Jr., Hattie B's has grown from a Nashville favorite to a national contender with locations across Tennessee, Alabama, Georgia, Texas, Illinois and Nevada.

By taking ownership of the customer journey through this new digital layer, Hattie B's aims to bridge the gap between rigid third-party apps and the high cost of completely custom-built software.

The experience is live on the Apple App Store, Google Play Store and the brand's official website.