As brothers, it’s not unusual that David and Jeremy Feliciano would have things in common – including a love for Dave’s Hot Chicken, the fast-casual sensation that just opened in Chattanooga.
However, their tastes aren’t identical. For instance, David, the younger of the two, says he likes the sweetness of Dave’s chicken and the perfectly blended mild spices. Jeremy, meanwhile, goes for the heat.
“I like ‘Reaper,’” he says, referring to the highest of the seven levels of spiciness in which Dave’s Hot Chicken is prepared. Beginning with “No Spice” and gradually turning up the flame with each level, there’s something for every foodie at Dave’s.
The Feliciano brothers share something else in common: Chattanooga. Although they originally hail from New Jersey, they now call the Scenic City home – as does Dave’s Hot Chicken, which opened to considerable fanfare and long lines Oct. 3 at its Gunbarrel Road location.
It was an occasion to remember. As the magic hour of 11 a.m. approached, a trio of giant inflatables greeted passersby: a massive Dave’s logo, a rocket ship and, for good measure, a UFO.
Leaving nothing to chance, the owners also brought in a mariachi band. The musicians serenaded the hungry crowd snaking around the building with festive renditions of “Low Rider” and “Chicken Song.” If anyone had considered taking the proceedings too seriously, the band set them straight.
Car horns blared from Gunbarrel Road. Rubber chicken toys squawked in chorus. And franchise co-owner Deryl Pangelinan – one of several partners in a group that’s opening Dave’s locations across the U.S. – led his trainers and local employees in a rousing chant:
“What are we going to do today?” he shouted.
“Blow their minds!” the assembly roared back even louder.
The festivities paused just long enough for Chattanooga Chamber of Commerce ambassador Cortney Hewitt to proclaim Oct. 3, 2025, as Dave’s Hot Chicken Day in Chattanooga. The whooping and hollering then resumed as Dave’s marked the occasion with a ribbon cutting followed by a burst of celebratory poppers. Moments later, the doors swung open and the new Dave’s welcomed its inaugural lunch rush.
From parking lot to powerhouse
The Los Angeles-based chain behind Chattanooga’s latest food frenzy has come a long way from its humble beginnings. Dave’s Hot Chicken was founded in 2017 by four friends in an East Hollywood parking lot, where word quickly spread about their spicy chicken tenders and sliders.
Its spice blends and dipping sauces struck a chord with food lovers, fueling rapid growth ever since.
Today, Dave’s is expanding across the Southeast, bringing its menu and culture to new cities like Chattanooga. But it’s not just making noise with its spice levels. In 2024, Dave’s raked in more than $600 million in systemwide sales in the U.S., a 57% jump from the previous year, according to data from market research firm Technomic.
The company expects to double that figure to $1.2 billion this year, and Jim Bitticks, Dave’s president and COO, told CNBC the brand is “extremely” profitable at both the franchise and corporate levels.
For Deryl Pangelinan, one of the franchise co-owners behind the new Gunbarrel Road location, opening Tennessee’s first Dave’s is more than a business milestone – it’s personal.
“This is our first store in the state of Tennessee, which is a big deal for us,” Pangelinan said during the grand opening. “This local team – everyone in the Dave’s Hot Chicken black shirts – is our community.
“These are the people who are going to allow us to change lives. They’re the ones who’ll be making the chicken every day, the ones extending our culture into this city. These guys are the reason we’re able to do what we do.”
A promising start
Dave’s Hot Chicken made just $40 on its first night in Los Angeles, selling a few meals to friends and family, company lore tells us.
In Chattanooga, the story was quite different. On opening day, the line stayed wrapped around the end cap of the Gunbarrel Road shopping center well into the evening – a promising sign for the chain’s future in the Scenic City.
Earlier in the day, the Feliciano brothers offered their verdict.
“The ‘Reaper’ is the bomb,” Jeremy said, eyes watering. “It’s all about the heat.”
David took another bite of bread and chicken and politely disagreed. “It’s all about the flavor,” he corrected. “You like it your way — and I like it mine.”
“That’s the point,” Pangelinan chimed in. “Whether you chase the heat or savor the flavor, there’s plenty of room at the table.”