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Replacing the BurgerIM at 1237 3rd St. Promenade, Chick It Up will be offering a hot new option for Santa Monica residents.
“The restaurant owner, Michael Choe, has 16 years of business experience and is really good at spicy sauces,” explained Josslyn Lee with Inflaty Creation, branding marketing agency working on behalf of the owner.
Chick It Up is hoping to capture foot traffic from the locals and tourists alike with its prime Santa Monica location.
“It’s obviously a really popular area,” Lee explained. “It’s one of the most famous tourist spots on Earth.”
She described the new restaurant as serving a Nashville-style hot chicken sandwich. With some tender and strip options, homemade French fries and specialty sauces, she expected a small menu for folks to choose from.
“Hot and spicy food is really trending and studies show it relieves stress,” Lee added. “Our goal is to give customers a fun experience with food.”
Specializing in spicy chicken, Chick It Up will have four spice levels to choose from. Levels 1 and 2 will be for everyone with Levels 3 and 4 for only the bravest customers.
“Personally I love spicy food… but I can’t handle Level 4, I’d rather be at Level 3,” Lee admitted.
The restaurant is simply waiting on health permits and will need a little “cosmetic construction” before opening. Lee anticipates a June opening for Chick It Up.
John Moudakis of Par Commercial Brokerage leased out the space with Barbara Tenzer of Tenzer Commercial.
As with most restaurant ventures in Santa Monica, whether fast food or not, “coming soon” usually means at least a 2-3 year wait, if not longer. And by that time the interest has waned and the hype has been meaningless. Good luck with that.
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