Zaxbys Expands Menu With New Dry Rub Flavors, Milkshake

Atlanta, Ga. — Zaxbys is expanding its menu with the permanent addition of three dry rub flavors (Garlic Parmesan, Nashville Hot, and Lemon Pepper) while also introducing a limited-time Peaches & Cream Milkshake. The new dry rubs become available starting February 23, 2026, across participating locations nationwide, according to a company announcement.

The move builds on the success of Lemon Pepper, which the chain previously tested as a limited-time offering and later identified as one of its most successful promotions in recent years. The updated lineup allows customers to apply dry rubs to Chicken Fingerz, wings, and fries, adding another customization option alongside the brand’s existing sauces.

The Peaches & Cream Milkshake, described as a hand-spun peach-flavored shake topped with whipped cream and a cherry, will be offered for a limited time from February 23 through April 26.

The announcement comes as quick-service restaurant brands continue to refresh menus with flavor-forward items designed to boost repeat visits and social engagement.

What’s new on the menu

Customers can now order Chicken Fingerz and wings with one of three dry rub flavors:

Garlic Parmesan – a savory blend featuring garlic, herbs, and aged Parmesan notes
Nashville Hot – a spicier profile combining cayenne heat with brown sugar and honey
Lemon Pepper – a citrus-forward seasoning with cracked black pepper and a buttery finish

In addition, loyalty members using the Zaxbys app or online ordering platforms can apply any dry rub to fries for a limited time through April 27.

Patrick Schwing, the company’s chief marketing and strategy officer, said the decision reflects customer feedback following the earlier Lemon Pepper release. He noted that the new flavors were added in response to consumer requests for more dry rub options across core menu items.

Industry context

Menu innovation driven by seasoning and regional flavor profiles has become a common strategy among QSR chains. Nashville Hot, garlic parmesan, and lemon pepper are among the most popular wing flavors on U.S. restaurant menus, reflecting consumer demand for bold yet familiar flavors.

At the same time, limited-time dessert items (such as fruit-based milkshakes) are increasingly used to generate seasonal buzz and encourage trial without committing to permanent menu space.

Zaxbys’ approach blends both strategies: locking in savory flavors with proven appeal while rotating dessert options to keep offerings fresh.

Why it matters

The permanent rollout of dry rubs signals a shift toward greater menu customization and flavor diversification within the chicken QSR category. By turning a successful limited-time flavor into a permanent option and expanding that lineup, Zaxbys is aligning with a broader industry trend of using seasoning innovation rather than entirely new products to drive traffic.

This strategy allows brands to refresh their menus without reengineering operations, while appealing to consumers seeking variety and regional flavor cues. The limited-time Peaches & Cream Milkshake further supports seasonal engagement and reinforces the brand’s Southern identity.

Editor’s note: Source86 perspective

For food manufacturers and private-label brands, Zaxby’s flavor expansion reflects a growing CPG and QSR trend: leveraging seasoning innovation and regional taste profiles to refresh core products without overhauling production lines. Dry rubs and limited-time desserts offer a lower-risk way to test consumer interest while strengthening brand relevance in a competitive chicken category.

At Source86, we help food brands manage ingredient sourcing, FSQA oversight, and private label production with transparency and precision. As flavor-driven launches become central to menu strategy, reliable supply chains and consistent quality standards are essential to turning trend-based ideas into scalable, long-term success. Let’s talk.