San Pedro Sula, Honduras — Big Chicken, the fast-casual concept founded by Shaquille O’Neal, has officially entered Central America. The brand opened its first two restaurants in San Pedro Sula and La Ceiba. The locations launched in March at Plaza Masdeval and Plaza Corvey. This marks the brand’s debut in the Honduran market. It is part of a broader regional expansion strategy.
The launch introduces Big Chicken’s core menu to a new consumer base. This includes chicken sandwiches, tenders, sides, and sauces. The brand also plans to incorporate localized flavors. These will be offered through limited-time menu items.
The expansion is led by franchise partner Thomas Talarico. He is the CEO of BLT UK Holdings Limited. Talarico is overseeing development across Honduras. He is also leading future growth plans in Costa Rica, El Salvador, Guatemala, and Panama.
Big Chicken’s Honduras menu includes signature items such as “The Original” and “The Shaq Attack.” It also introduces new formats like “Shaq Snacks.” These combine chicken tenders with garlic toast and toppings. The concept continues to emphasize customizable sauces. It also focuses on comfort-driven offerings aligned with fast-casual dining trends.
According to Talarico, the strategy centers on building infrastructure for long-term scalability. He noted that launching in two key cities is intentional. It allows the brand to establish operational consistency. This approach supports future expansion across Central America.
Josh Halpern, CEO of Big Chicken, described the move as a milestone in the company’s international growth. He said the Honduras launch goes beyond opening new locations. It reflects the brand’s broader strategy. The company aims to deliver a consistent experience while adapting to local market preferences.
Fast-Casual Growth Fuels Regional Expansion
Big Chicken’s move into Honduras aligns with broader industry trends. Data shows sustained growth in Latin America’s fast-casual segment. The market is projected to surpass $70 billion by 2026. This growth is driven by demand for convenience, quality ingredients, and branded dining experiences.
San Pedro Sula and La Ceiba were selected for strategic reasons. San Pedro Sula serves as Honduras’ industrial hub. La Ceiba is a key tourism and port city. Both locations offer strong foot traffic. They also show growing demand for new dining concepts.
The brand currently operates more than 40 locations globally. Additional units are in development. These include locations in airports, arenas, cruise ships, and traditional retail spaces.
Why it matters
Big Chicken’s Honduras debut highlights a broader CPG and foodservice trend. It reflects the globalization of personality-driven restaurant brands. Concepts tied to celebrity founders are increasingly leveraging brand recognition. This helps accelerate international franchise growth.
At the same time, success in emerging markets depends heavily on localization. This includes pricing strategies, menu adaptation, and supply chain efficiency. Fast-casual demand continues to rise across Latin America. Brands that balance global identity with regional relevance are better positioned to scale. This approach supports long-term sustainability.
The expansion also underscores the role of experienced franchise operators. These partners are critical when entering new markets. This is especially true for those with expertise in infrastructure development. Experience in cross-border brand launches is also key.
Editor’s note: Source86 perspective
For food manufacturers, suppliers, and private label operators, Big Chicken’s expansion into Central America reflects a growing demand for scalable, globally consistent food concepts supported by adaptable supply chains. As brands enter new regions, sourcing strategies, ingredient availability, and co-manufacturing partnerships become critical to maintaining quality and consistency.
At Source86, we support CPG brands with bulk ingredient sourcing, R&D collaboration, private label development, and co-manufacturing solutions tailored for international growth. Whether launching in new markets or scaling existing operations, our platform helps ensure supply chain transparency and operational efficiency at every stage. Let’s talk.
FAQs
Big Chicken is a fast-casual restaurant brand founded in 2018 by Shaquille O’Neal, specializing in chicken sandwiches, tenders, and comfort-style menu items.
The first two locations are in San Pedro Sula (Plaza Masdeval) and La Ceiba (Plaza Corvey).
Yes, the company has plans to expand into Costa Rica, El Salvador, Guatemala, and Panama as part of its regional growth strategy.
External source: Shaquille O’Neal’s Big Chicken Touches Down in Central America with Honduras Debut
