“It’s a pretty simple plan,” Gus’s World Famous Fried Chicken franchise owner Jim Zimmerman says with a smile on his face. “It’s all about the chicken.”
St. Louis is on a fried chicken kick. The classic Southern favorite inspired new restaurants like Southern, Old Standard, and Byrd & Barrel, just as it led established restaurants like Juniper and The Libertine to lend a chef’s touch to grandma’s recipe. Although it’s a locally-owned franchise rather than St. Louis original, Gus’s Fried Chicken comes with a history and pedigree unlike anything else in town.
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Memphis is a town known for its barbecue, but it isn’t Central, Cozy Corner, or Corky’s that barbecuers list as a must-visit when in town for Memphis in May – it’s Gus’s Fried Chicken. The flagship store was just outside Memphis, but it was the always-packed downtown location that made Gus’s a national name for spicy, crispy, golden fried chicken.
How would Zimmerman introduce Gus’s to those unfamiliar with the brand? “It is obviously Memphis-based, spicy, non-greasy fried chicken,” he says. “We like to say it’s a six out of ten in terms of spiciness.” Gus’s spicy batter recipe is a closely guarded secret, but he did share that the chicken is never frozen and marinates in a special blend of spices overnight.
Zimmerman understands the worry some may feel between, on one hand, excitement to have a local outlet for a great brand and, on the other hand, worry that the new location will not live up to the standard set in Memphis. Wendy McCrory, owner of the downtown Memphis Gus’s Fried Chicken, is in town right now with “four guys who grew up at Gus’s” to cook and train staff over the next few weeks. This is the 13th Gus’s location; most of the others are in the South.
When looking for a location, Zimmerman found Maplewood to be a perfect fit. The restaurant at 7434 Manchester is a mix of rustic, contemporary and country.
Rusted tin panels line the ceiling above a wall of aged wooden slats, but the concrete floor and TV’s feel 21st century.
The checkered tablecloths provide the country touch and, although the elements might sound a bit dissonant, they create an atmosphere with character that many franchise restaurants lack.
The menu is simple: spicy chicken for adults with less spicy tenders for the kids. Sides include basic Southern favorites like mac ‘n cheese, baked beans, and okra. Gus’s makes their own pies, such as Chocolate Chess, Pecan, and Sweet Potato. Wine, beer, and soft drinks are available, as well as two floats: a standard root beer float (made with IBC) and one for adults (made with Not Your Father’s Root Beer, a spiced ale that smells like boutique root beer).
Gus’s is not a fast casual restaurant: Full table service is provided and the counter is only used for carry-out orders, a handy convenience for customers not willing or able to wait in line, which (initially, anyway) could be long.
Gus’s will open to the public at 11 a.m. on Tuesday, December 8.
Gus’s World Famous Fried Chicken
7434 Manchester
Maplewood
314-899-9899
Sun-Thu: 11 a.m. -9 p.m.
Fri-Sat: 11 a.m. – 10 p.m.
