Big Chicken Shaq is on the “Grit and Grind” path towards national domination. Basketball Hall of Famer Shaquille O’Neal’s happiness and nostalgia-filled dining chain is making long strides in a region where music and sports lovers unite. The newest partners of his dining empire are close to zeroing in on the latest locations in a 300+ development plan across the country. Very soon, music lovers can enjoy a Shaq-size serving of a chicken sandwich with blues and rock and roll music.

The NBA star with exquisite taste in music is taking Big Chicken Shaq to a music icon’s old stomping grounds. Just another notch in Shaq’s massive expansion plans and another connection to the King of Rock and roll.

Shaquille O’Neal’s restaurant arrives on a new turf

Beale Street will be sharing its fame with another location soon. Shaquille O’Neal’s fast-casual chicken concept is coming to Memphis and North Mississippi. Both places have historic significance in music and pop culture history for their connections to Elvis Presley.

As per Fox13 Memphis, Big Chicken Shaq has signed a deal with Concept 2 Completion Hospitality Group to open three locations in Memphis. A single Big Chicken unit costs about $1.4 million to develop, making these three stores a combined $4.2 million presence in the city. The home of the blues and the birthplace of rock-and-roll is where Elvis Presley’s legacy remains alive. But Northern Mississippi is where it began.

Elvis was born in Tupelo, Mississippi before the family moved to Memphis. The City remains iconic for its place in music but it’s also a sports-crazy city thanks to the Memphis Grizzlies. The Grizzlies’ motto of “grit and grind” embodies M-Town in more ways than one.

The city is perfect for O’Neal’s vision of Big Chicken Shaq. With a versatile taste in music, DJ Diesel brainstormed the entire Big Chicken Concept around childhood nostalgia, his music and entertainment career, and his NBA stardom. His love for the ’80s, the decade after Elvis, is a running theme of the menu. Apart from elevating classics like the chicken sandwich, he hopes to make the menu a staple of the sports scene.

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Big Chicken Shaq has established itself in major sports arenas in St Louis and Seattle. But he’s now adding a dash of pop culture to Big Chicken in Memphis. However, Shaq has a deeper connection to the rock-and-roll icon beyond the city.

Shaquille O’Neal bought iconic royalties

In 2015, Shaquille O’Neal was the latest signee under the Authentic Brands Group. The licensing agreement governed the management of Big Diesel’s likeness and marketing rights. He would grow his presence in the company by acquiring a significant share.

The clincher: ABG owns a percentage of Elvis Presley’s royalties. Shaq spent around $135 million to buy royalties rights of icons like Presley, Marilyn Monroe, and Muhammad Ali. “Who owns Marilyn Monroe? Who owns Elvis Presley? Me!” Shaq flexed in an interview.

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No word on whether these royalty rights could pop up in Big Chicken Shaq, though it would be cool if it did. Shaq too keeps his larger-than-life personality subtle to let the menu shine. What do you think about The King and Big Diesel connection?