Feature Friday: Dan Chaon on Taking His “Never-Ever Fried” Sneakybird Concept to the Next Level

In February 2023, veteran restaurant leader Dan Chaon celebrated the grand opening of sneakybird in North Scottsdale.

We recently had the chance to connect with Chaon to learn more about the brand, its philanthropic goals, and its expansion plans across Arizona and beyond.

Before getting into sneakybird, tell us a little about your long history of work in the food industry?

I ended up in Arizona thanks to a little brand called Chili’s. Back in the 1990s and early 2000s, I helped grow the brand—and that ever-present baby back rib jingle—to more than 150 locations across the Southwest. I also worked to grow a Midwest culinary concept brand for a time and then ended up back in the Valley to work with the family behind Native New Yorker (yes, that was a homegrown restaurant group!). I transitioned the restaurant to Native Grill and Wings to help position it for national expansion, which was a huge undertaking, honor, and project.

As a single dad, for years I focused on ways to get the family to eat cleanly, but we were so busy with sports, school, and the best of the family life that it was tough.

Tell us about the inspiration behind sneakybird?

By 2021, each of my three kids had either graduated or were in college, and I found myself motivated to create something of my own. As a single dad, for years I focused on ways to get the family to eat cleanly, but we were so busy with sports, school, and the best of the family life that it was tough. I feel like most parents can relate to this. That sparked something in me, so I invested in the research and development of a proprietary technology with the sole goal of making good food for families like mine more accessible. It took over a year, but with some amazing support and geniuses in the field, we came up with two game-changers: a specially designed oven and innovative, aged parmesan-panko breading that gives the crunch and flavor of fried chicken without the fat or oils. By late 2022, we utilized the technology and all of my years working in the restaurant business to quietly open a test location in North Scottsdale just east of Loop 101 on Frank Lloyd Wright. By February 2023, we were formally open to the public.

Courtesy sneakybird

We have to ask—why name it sneakybird?

Given it is a first and foremost a chicken concept, the bird part was a given. I was driving one day and started thinking about how no one would know the difference between our homestyle chicken and fried chicken, and thought “it’s kinda sneaky.”

Oh, and we spell it in all lowercase script to underscore its sneaky goodness, both in the flavor and the better-for-you ingredients.

What makes sneakybird different from other chicken or fast-casual concepts in town?

That specialty process I noted above is applied to a gorgeous array of oven-grilled chicken sandwiches, wraps, tenders, and wings. Any of the chicken offerings may be paired with the guest’s choice of several spectacular dry rubs, including those with garlic, butter, and parmesan; ancho chili lime; lemon and pepper; smokey honey and peach; and even salt and vinegar. Of course, for those who prefer something that feels more like grilled chicken, each of the chicken options may also be ordered “naked,” which means it is grilled breadless with our house seasoning, which is the salt, pepper, and garlic dry rub. Beyond the rubs, there are several sauces that guests may mix and match with the chicken of their choice with everything from our take on Nashville hot sauce to smokey mustard. We also have handcrafted flatbreads—Chicken Pesto, Pepperoni, and the Islander, which features honey-chipotle sauce, mozzarella, pineapple, capicola, and fresh cilantro—as well as three epic options for tater tots, including a sweet potato alternative, salad, coleslaw, and even a chilled vegetable medley. There are also copious options for kids, all focused on the same craveable philosophy.

What has the reception been since opening?

Overwhelming and humbling, to say the least! Since opening in Scottsdale, we have already signed on our first official franchisee group and expanded to both Gilbert and Surprise. Plans are in motion this year to open restaurants in Arcadia, Queen Creek, and at least one more in the Southeast Valley, as well. And then, of course, we have our eyes to go nationwide, bringing our never-ever fried® philosophy (which we have trademarked, incidentally) to the masses.

Happy almost second anniversary! Any big plans to mark the occasion?

Absolutely! On Feb. 15, we are inviting the community to each of our locations as we will be offering free cookies to the first 200 guests at each restaurant, as well as double points to any of our loyalty members. We are also launching games and contests leading up to the big day, giving away amazing catering packages and more to our friends online. (So follow us here for your chance to win!). We are also using our anniversary to launch our philanthropic arm, Camp Sneaky. Through it, we are actively seeking to support schools, club sports, and other educational and sports-related organization—both school affiliated and not—via partnership nights, in-store fundraisers, and more.

15801 N. Frank Lloyd Wright Blvd., Scottsdale, AZ 85260