Chicken Sandwich Wars
Brands are always trying to one-up each other. Coming out with new items spices up the competition, and that juicy layer of competition is good for all brands involved, not only the one with the tastiest product.
In 2019, the Chicken Sandwich War started when Popeyes released their version of the ultimate chicken sandwich, bowing up to the incumbent chicken sandwich champion: Chick-Fil-A
But then it got out of hand. Popeye’s sandwich went viral. People wanted a taste. Rabidly… Supply did not meet demand and violence ensued.
Literal violence and death. Which is further proof that we are living in the dark timeline.
Anyway, Big Chicken has ruled the fast food roost ever since. Every chain released a version of the “best” chicken sandwich. Capturing (ie clogging) our hearts.
Then Chick-Fil-A entered the ring once again last month with a new southern style chicken sandwich…But why? They are already winning.
So why create this monstrosity?
Marketing Activation
I ate this. It was too much. The original sandwich is simple. That is why it is great. This is the opposite of simple. There is so much going on taste and texture wise. It belongs in Flavortown, not hometown. It has no chance of becoming a staple on the menu.
Which tells us one thing… this was not cooked up by the chef. It was cooked up by the marketing team.
Which is a pretty good idea. With this stupid sandwich, they were able to:
Gain easy PR, free ads all over the media
Entice new chicken sandwich connoisseurs to try them
Bring back customers who’ve fallen off of the chicken wagon.
Not a bad haul for a marketing activation.
Promo items, limited editions, partner x mash-ups are ideal ways to get customer attention without reverting to the devaluing practice of discounting.
It turns the customer journey into a joyride. Keeps things spicy.
What about you, have to tried it yet?