CHARLOTTE, NC – As the nation prepares to observe Memorial Day on Monday, May 25, 2026, VIVA Chicken, the acclaimed fast-casual Peruvian rotisserie brand, has announced a significant initiative to honor those who have served in the United States Armed Forces. In a gesture designed to foster community and remembrance, the Charlotte-based chain will provide complimentary meals to veterans and active-duty service members across its multi-state footprint.

The initiative marks a continuation of VIVA Chicken’s commitment to community engagement and corporate social responsibility. By centering the holiday around a "buy one, get one" (BOGO) style offer, the brand aims to encourage civilians to dine alongside their "heroes," creating a space for dialogue and shared gratitude over traditional Peruvian Pollo a la Brasa.

Main Facts: The Scope of the Memorial Day Offer

The Memorial Day promotion is structured as a "Thank You" to those in uniform, both past and present. On May 25, 2026, any veteran or active-duty service member who dines at a participating VIVA Chicken location will receive one complimentary meal with the purchase of another meal of equal or greater value.

This offer is specifically designed for dine-in guests to emphasize the communal aspect of the holiday. The promotion encompasses the brand’s full range of entrées, including their signature rotisserie chicken, wraps, salads, and the recently launched "Daily Features."

A centerpiece of the Monday offering is the "Chicken Saltado," a bold, stir-fry-inspired Peruvian staple. This dish features VIVA’s signature rotisserie chicken sautéed with onions, tomatoes, and cilantro, served over French fries and a side of jasmine rice. As part of the brand’s strategic shift toward providing consistent weekday value, the Chicken Saltado is the designated "Monday Feature," ensuring that even those participating in the Memorial Day offer can experience the brand’s most authentic culinary exports at a value-conscious price point.

Chronology: From a Single Rotisserie to a Regional Powerhouse

The story of VIVA Chicken is one of rapid but calculated growth, rooted in the culinary heritage of Peru. To understand the significance of this Memorial Day initiative, one must look at the brand’s trajectory over the last thirteen years.

• 2013: The Foundation: VIVA Chicken was founded in Charlotte, North Carolina, by Chef Bruno Macchiavello and Randy Garcia. Macchiavello, a native of Peru, sought to bring the authentic "Pollo a la Brasa" experience to the American Southeast. The first location quickly gained a cult following for its charcoal-fired ovens and proprietary spice blends.
• 2014–2022: Expansion and Standardization: The brand expanded systematically across the Carolinas. During this period, VIVA Chicken refined its "fast-casual" model—balancing the speed of a quick-service restaurant with the food quality and atmosphere of a full-service establishment.
• 2023–2025: Strategic Diversification: Recognizing shifting consumer habits post-pandemic, VIVA Chicken introduced several value-driven programs. This included the "Insider" rewards system and the "Family Meal" bundles, which offered high-quality dinners for families at a fixed price point (currently $25.99).
• Early 2026: The Daily Features Launch: Just months prior to the Memorial Day announcement, VIVA Chicken launched its "Daily Features Menu." This program was designed to drive weekday traffic by offering a different specialized entrée each day from Monday through Friday.
• May 2026: The Memorial Day Initiative: The upcoming May 25 event represents the culmination of these efforts, merging the brand’s new value-focused menu with its long-standing tradition of community support.

Supporting Data: The Culinary Science and Business of VIVA

VIVA Chicken’s success is not merely a product of marketing, but of a rigorous culinary process that differentiates it from standard rotisserie chicken outlets. The "Pollo a la Brasa" served at VIVA undergoes a 24-hour marination process. The chicken is infused with a secret blend of Peruvian spices, including Aji Panca and Aji Amarillo peppers, which are imported to maintain authenticity.

The cooking process is equally specialized. The restaurants utilize custom-built charcoal rotisserie ovens. Unlike gas-fired ovens used by many competitors, charcoal provides a distinct smokiness and allows for a higher-temperature sear that locks in moisture while crisping the skin.

From a business perspective, VIVA Chicken currently operates 15 restaurants across North Carolina, South Carolina, and Utah. The expansion into Utah served as a "proof of concept" that the brand’s appeal extends beyond its East Coast roots. The company’s growth strategy has remained "homegrown," focusing on employee retention and community-centric marketing rather than aggressive, impersonal franchising.

The Memorial Day offer also aligns with broader economic trends in 2026. With food inflation remaining a concern for many American households, "value-added" promotions—where a premium product is offered via a BOGO or discounted bundle—have proven more effective at building long-term brand loyalty than simple one-off discounts.

Official Responses: A Message of Remembrance

The leadership at VIVA Chicken has emphasized that while the promotion involves a free meal, the primary objective is one of solemnity and respect.

"Memorial Day is a day of remembrance first, and we approach it with gratitude," stated Sharyn Knight, Director of Marketing for VIVA Chicken. "This complimentary meal is a small way for VIVA Chicken to welcome veterans, active-duty service members, and their loved ones around the table, while honoring the service and sacrifice behind the holiday."

Knight’s sentiment reflects the brand’s broader philosophy of being a "neighborhood joint." By encouraging guests to bring a veteran with them, the brand is positioning its dining rooms as community hubs.

Chef Bruno Macchiavello, co-founder, has often spoken about the "vibrancy" of Peruvian culture, noting that food is the primary vehicle for bringing people together. "Our chicken is made with passion and time," Macchiavello noted in a recent brand retrospective. "To share that with those who have given their time and safety for this country is a profound honor for our kitchen teams."

Implications: The Role of Fast-Casual in Modern Observance

The decision by VIVA Chicken to host this Memorial Day event carries several implications for the restaurant industry and the local communities it serves.

1. The Evolution of Corporate Social Responsibility (CSR)

In 2026, consumers increasingly expect the brands they frequent to take a stand on social issues and participate in national traditions. VIVA Chicken’s move is a prime example of "localized CSR." By focusing on veterans within their specific service areas (Charlotte, the Triangle, and Utah), they build a more authentic connection than a national chain might achieve with a generic television campaign.

2. Strengthening the Fast-Casual Value Proposition

The fast-casual segment is currently in a fierce competition with both traditional fast food (which is becoming more expensive) and casual dining (which is becoming slower). By offering high-end Peruvian cuisine—traditionally found in sit-down environments—at a "Daily Feature" price point, VIVA Chicken is carving out a niche for "affordable luxury." The Memorial Day BOGO offer reinforces this, proving that high-quality, labor-intensive food can still be accessible.

3. Impact on the Military Community

For veterans and active-duty members, such initiatives provide more than just financial relief; they offer a sense of visibility. Memorial Day can often be overshadowed by retail sales and the unofficial start of summer. VIVA Chicken’s specific phrasing—encouraging guests to "dine with a hero"—refocuses the narrative on the individuals behind the service.

4. Future Expansion and Brand Loyalty

As VIVA Chicken looks toward further expansion in the late 2020s, these community-focused events serve as a powerful tool for customer acquisition. A veteran who visits for a free meal on Memorial Day is statistically more likely to return for a "Family Meal" or utilize the brand’s catering services for future events. The "Insider" rewards system further captures this data, allowing the brand to maintain a relationship with these guests long after the holiday concludes.

Looking Ahead

As May 25 approaches, VIVA Chicken locations are preparing for an influx of guests. The brand has encouraged patrons to utilize their mobile app for easier navigation of the menu, though the Memorial Day offer remains a dine-in exclusive to preserve the spirit of the initiative.

In a landscape where the restaurant industry is constantly pivoting to meet new technological and economic demands, VIVA Chicken’s Memorial Day program is a reminder that the core of hospitality remains unchanged: good food, served with respect, in honor of those who have served the nation.

For more information on participating locations, the Daily Features menu, or the VIVA Chicken Insider rewards program, guests are encouraged to visit the company’s official website or follow their updates on social media platforms.

Media Contact:
Derek Farley – President, derekPR
[email protected]
704-941-7353