Zaxbys Launches New "Who's Got The Sauce" Campaign Introducing Omar Epps as the Sauce Boss to Inspire Zax Fans to Find Their Sauce

The Sauce Boss is one part style guru, one part life coach, and the foremost authority on sauce. He is a hype man who helps everyday people find their SAUCE - from moms in minivans to kids fresh off the soccer field, everyone who interacts with the Sauce Boss walks away feeling like a BOSS themselves. Our fans know how to sauce up their lives, but the Sauce Boss is here to help them find the best way to sauce their Zaxbys.

To celebrate the launch of "Who's Got the Sauce?" Zaxbys and its new saucy wingman are giving flavor fans two new ways to enjoy the SAUCE:

• Sauce Boss Box: Includes four crispy Chicken Fingerz™, Seasoned Crinkle Fries, two pieces of buttery Texas Toast, Cheddar Bites, two freshly baked chocolate chip cookies, and a small drink, plus 3 sauces of your choosing for an average price of $13.99. Available beginning April 28 for a limited-time only.
• Sauce Sampler Reward: With 12 signature sauces, there are over 480 million sauce combinations customers can create with Zaxbys lineup. Zaxbys and the Sauce Boss are so confident there's a sauce (or combination of sauces) for everyone that any new or existing Zax Rewardz® members can try all 12 sauces for FREE for one-week-only starting on April 28, 2025 and ending on May 4, 2025, while supplies last* – including fan favorites like Zax Sauce®, Tongue Torch®, and Sweet & Spicy.

"At Zaxbys, our Chicken Fingerz are legendary—but it's our 12 signature sauces that truly set us apart. Sauce has always been at the heart of our menu, and now we're putting it front and center where it belongs," said Patrick Schwing, Chief Marketing and Strategy Officer, Zaxbys. "We're excited to introduce the Sauce Boss to our fans and partner with Omar Epps, who brings his effortless "sauce" and swag to life in this campaign. "Who's Got the Sauce?" gives our fans more ways than ever to explore their saucy side and channel their own Sauce Boss energy."

Zaxbys partnered with its creative agency, Goodby Silverstein and Partners, to develop the "Who's Got The Sauce?" creative campaign rooted in Zaxbys identity as the destination for quality Fingerz and a variety of bold sauces. Zax fans are comfortable doing it their own way and the new Sauce Boss character was created to not just help show you how to sauce your life, but how to sauce your Zaxbys.

"The new brand campaign gives Zaxbys an ownable voice in the world of QSR," says GS&P Chief Creative Officer Margaret Johnson. "Omar has a natural boss energy which he brings to the role and it makes his waxing poetic about Chicken Fingerz and life all the more entertaining."

Dip into a Zaxbys near you, channel that Sauce Boss energy, and show us how you dip, dunk, and drizzle to create your own flavorful feast. To stay in the know and receive digital offers throughout the promotion, join Zax Rewardz. Customers can simply download Zaxbys app on Google Play or the App Store or sign up online at zaxbys.com/rewards. For more information or to find your nearest location, visit zaxbys.com.

*Offer availability may be limited. Offer valid for Zax Rewardz members only between 4/28/25-5/4/25. One offer per person/device. Valid only at participating Zaxbys locations. Redemption is subject to availability. See full offer terms in your account on the Zaxbys app. Visit https://www.zaxbys.com/legal/terms-of-use#zax-rewardz-loyalty-program for Zax Rewardz program terms. © 2025 Zaxby's SPE Franchisor LLC.

About Zaxbys  
Founded in 1990, Zaxbys™ is committed to serving delicious Chicken Fingerz™, Zalads^®, wings, and signature sauces with Southern hospitality and a modern twist. Zaxbys has over 970 locations in 17 states and is headquartered in Atlanta, Ga. For more information, visit zaxbys.com or zaxbysfranchising.com.

CONTACT: [email protected].

SOURCE Zaxbys