This place doesn't try to go all out, they chose a few staples for breaded fried chicken, revamped the interior of the failed business (Hero Burger) that preceded it and made it unique to a brand they can pretty much call their own.
The place has a seating area for about 20 people, it's super clean (having just recently opened) and they always have a line up, so they're definitely doing something right. Food wise it looks like they're trying to be the halal equivalent to a KFC with pricing being on par for similar meals and side dishes. All in all I like this place and I hope they do well.