Maddox, a Democrat, had substantial competition in his quest for for the Democratic nomination in the 1966 Georgia gubernatorial election. Probably the most formidable of those opponents was Ellis Arnall, who had served as Georgia's governor from 1943 - 1947, and was probably the most liberal candidate in the field.
In addition to Arnall, the other Democrats vying for the nomination included James H. Gray Sr., who, like Maddox, was a conservative businessman and a supporter of segregation.
Photo: a vintage postcard of Lester Maddox's Pickrick Restaurant featuring a prominent sign advertising one of the restaurant's featured dishes: fried chicken.
Postcard of the Pickrick. Source: Ga Tech Capital Planning & Space Management.