WATERTOWN — Members of the Town Planning Board gave a big thumbs down to a colorful graffiti-influenced exterior that a fast food restaurant chain had proposed for a standalone building in a sprawling retail complex on Route 3.
They told Jonathan Trager, a representative from a Dave’s Hot Chicken franchise, on Wednesday that the street art work concept for the restaurant’s exterior was not “harmonious” with the other businesses in Town Center at Watertown
They also doubted that COR Development Co., the Syracuse company that owns the retail plaza, would allow such a colorful motif.
The California-based chain is known for creating “street vibe” exteriors that feature bold neon colors and custom art created by graffiti artists. But other municipalities across the country also have resisted the look and requested quieter versions of the exteriors.
“I don’t like the graffiti decor and I’d like to see different options,” Planning Board member Pam Desormo said.
Co-chair Jim Smith said he “understands” that the chain ”wants it to be eye catching,” but what was presented to the planning board was a bit too much.
“Tone it down and it’ll be good,” planning board co-chair Tom Boxberger said.
It was the first time that Dave’s Hot Chicken presented site plans for the project. The board took no action.
Trager said he’ll bring a few options that the board can consider.
The fast food chain will occupy just half of the standalone building, he said. Town officials were told by COR that the plaza owner will not allow the other half of the building to be sublet.
But Trager said that it has been worked out.
The restaurant franchise plans to occupy that space with “a casual fast food” restaurant associated with his company, he said after the meeting. The building was last occupied by the former TGI Friday’s restaurant that closed in 2020.
Few other details about the project were revealed on Wednesday. The restaurant would employ between 65 and 80 employees. The company already operates about five other Dave’s Hot Chickens, he said.
In February, COR announced that it had signed a lease with the chain would bring its signature Nashville-style hot chicken menu to the north country.
Since then, town officials had not heard anything about the project, but some minor interior and exterior work started several weeks ago. Earlier in the week, the town put a stop work order on the project because of the work that was being done.
Known for its vibrant branding, high-energy atmosphere, the restaurant will feature its popular menu of hand-breaded chicken tenders and sliders, offered at seven spice levels ranging from No Spice to the brand’s signature Reaper. The menu also includes sides such as kale slaw, mac & cheese, crispy fries, and house-made sauces.
A couple of years ago, Panera Bread had considered relocating from its spot in the plaza to the outparcel building where Dave’s Hot Chicken is going, but decided to stay in the strip plaza part of the retail center.
Founded in 2017 by four childhood friends in a Los Angeles parking lot, Dave’s Hot Chicken has become one of the fastest growing restaurant brands in the country. With hundreds of locations open or in development across the United States and internationally, Dave’s Hot Chicken continues its rapid expansion, according to COR.
The chain already operates several stores in New York state, with one in Cicero, two in both Rochester and Buffalo, and a handful in the Albany area.
