ATHENS, GA — In a move that solidifies its executive leadership as it embarks on a transformative period of national expansion, Zaxbys, the premium quick-service restaurant (QSR) chain renowned for its chicken fingers and wings, has officially named Russell Holland as its permanent Chief Development Officer (CDO). Holland, a veteran of the real estate and franchise development sectors, has served as the interim CDO since February 2026.

The appointment comes at a pivotal juncture for the Athens-based brand. Having recently crossed the historic threshold of 1,000 operating units, Zaxbys is now pivoting toward an "aggressive growth" strategy intended to push the brand far beyond its Southern roots and into new, untapped territories across the United States. Holland’s transition from interim to permanent CDO is viewed by industry analysts as a vote of confidence in his ability to scale operations while maintaining the brand’s profitability and cultural identity.

Main Facts: A Strategic Promotion to Fuel National Scale

The announcement, confirmed by Zaxbys CEO Bernard Acoca, marks the completion of a leadership search that began early in the year. Holland originally joined the company in December 2025, initially tasked with overseeing real estate and non-traditional development. His rapid ascent to the C-suite reflects the urgency of Zaxbys’ current development pipeline.

As CDO, Holland is charged with the oversight of all aspects of the chain’s physical growth. This includes traditional franchise sales, site selection, design and construction, and the burgeoning "non-traditional" sector, which includes locations on military bases, in airports, and within university campuses.

The decision to appoint Holland permanently follows a highly successful interim period during which the brand fine-tuned its development workflows. According to the company, Holland’s primary mandate is to ensure "profitable growth"—a distinction that suggests Zaxbys is prioritizing the long-term health of its franchise partners over mere unit count.

Chronology: The Path to the C-Suite

Russell Holland’s journey to the helm of Zaxbys’ development department is backed by nearly two decades of high-stakes experience in the competitive QSR landscape.

• The Foundational Years (2012–2024): Holland spent over 12 years at Waffle House, an iconic Southern institution known for its complex logistical and real estate requirements. During his tenure, he held various real estate positions, honing his ability to identify high-traffic locations and manage the intricacies of high-volume operations.
• The Corporate Giant (2024–2025): Prior to joining Zaxbys, Holland served as the Vice President and Head of Real Estate for Inspire Brands. Managing real estate for a multi-brand powerhouse—which includes Arby’s, Dunkin’, and Buffalo Wild Wings—provided Holland with a macro-view of the industry and experience in creating scalable, multi-brand development strategies.
• The Zaxbys Era (December 2025–Present): Holland joined Zaxbys in late 2025 as Vice President of Real Estate and Non-Traditional Development. Within two months, he was tapped to lead the department on an interim basis following a restructuring of the development team. By June 2026, his performance in stabilizing the pipeline and simplifying internal processes led to his permanent appointment.

Supporting Data: Analyzing the Zaxbys Growth Engine

The data surrounding Zaxbys’ recent performance paints a picture of a brand in high gear. In 2025, the chain officially surpassed the 1,000-unit mark, a milestone that places it in an elite tier of American fast-food brands.

Current Footprint and Expansion Goals:

• Presence: Zaxbys currently operates in 23 states, with a heavy concentration in the Southeast.
• 2025 Growth: The company opened 36 net new units last year, focusing on filling in existing markets.
• 2026 Projections: The brand has set a significantly higher target for the current year, projecting 69 new units. Of these, 62 are expected to be franchised locations, signaling a heavy reliance on the franchise model to drive expansion.
• Non-Traditional Pivot: A key component of the 2026 strategy is the diversification of unit types. This includes the brand’s first foray into military bases and increased interest in "digital-only" or "express" models that require smaller footprints and lower overhead.

Financial Leadership:
Holland’s appointment is part of a broader executive refresh. In March 2026, Zaxbys hired Michael Dixon as Chief Financial Officer. The pairing of Holland and Dixon is seen as a strategic "growth duo," with Dixon managing the capital and financial health of the corporation while Holland executes the physical expansion.

Official Responses: Leadership Perspectives

In a statement accompanying the announcement, Zaxbys CEO Bernard Acoca emphasized that Holland’s appointment was based on more than just his technical resume; it was about "cultural fit" and operational efficiency.

"[Holland] not only has a proven track record of success improving workflows and supporting profitable growth across QSR brands, but he also has a leadership style that fits the Zaxbys brand," Acoca stated.

Acoca highlighted Holland’s ability to "simplify processes," a crucial factor for a brand trying to lure new franchisees in an environment of high construction costs and interest rates. By streamlining the path from site selection to grand opening, Holland is expected to reduce the "time-to-market" for new locations, thereby increasing the return on investment for franchise partners.

Holland himself has expressed a commitment to maintaining the brand’s "indescribable" guest experience while scaling. His focus remains on creating a "unit pipeline" that is both predictable and scalable, ensuring that the 1,100th store operates with the same efficiency and brand standards as the first.

Implications: What This Means for the QSR Industry

The permanent installation of Russell Holland as CDO has several significant implications for Zaxbys and the broader "Chicken Sandwich Wars" landscape.

1. The Nationalization of a Regional Powerhouse

For decades, Zaxbys was viewed as a Southeastern darling. However, with 1,000 units and a presence in 23 states, it is no longer a regional player. Holland’s experience at Inspire Brands suggests he has the toolkit to take Zaxbys into Northern and Western markets where the brand lacks historical recognition. This puts Zaxbys in direct competition with national giants like Chick-fil-A and Raising Cane’s on a much larger stage.

2. The Rise of Non-Traditional Real Estate

The emphasis on non-traditional development is a clear signal that Zaxbys is looking to capture "captive audiences." By moving into military bases and airports, Zaxbys is diversifying its revenue streams. These locations often have higher margins due to consistent foot traffic and reduced marketing needs. Holland’s specific background in this area will be the catalyst for Zaxbys becoming a staple in travel hubs across the country.

3. Franchisee Relations and "Profitable Growth"

By emphasizing "profitable growth," Zaxbys is addressing a common pain point in the franchise world: "growth for growth’s sake." Holland’s mandate to simplify workflows suggests that Zaxbys is looking to lower the barrier to entry for franchisees while ensuring that new units don’t cannibalize existing ones. In a post-pandemic economy where labor and supply chain costs remain volatile, a CDO who focuses on the "profitability" of the footprint is a major asset for franchise recruitment.

4. Private Equity Influence and Future Exits

With Goldman Sachs taking a significant stake in Zaxbys in 2020, the brand has been under pressure to demonstrate a clear path to high-velocity growth. The assembly of a "dream team" featuring Acoca, Dixon, and now Holland suggests that the brand is being groomed for a major move—potentially an initial public offering (IPO) or a sale to a larger conglomerate—within the next 24 to 36 months. Achieving the 1,100-unit mark with a robust pipeline is exactly the kind of metric that attracts high-level investors.

Conclusion

As Zaxbys moves into the second half of 2026, the permanent appointment of Russell Holland provides the stability and expertise required to navigate a complex real estate market. With a projected 69 new units on the horizon and a renewed focus on non-traditional venues, the "Zaxbys" name is set to become a much more frequent sight on American highways and city centers. Holland’s task is clear: take a beloved Southern brand and turn it into a disciplined, national powerhouse without losing the "sauce" that made it a success in the first place.