5 marketing lessons from the chicken sandwich wars

5 marketing lessons from the chicken sandwich wars

Popeyes proceeds to emphasize its sandwich as “the sandwich,” doubling down on its buzz. Recognizing rivals are gearing up for sandwich launches “reinforces the importance of our manufacturer positioning,” suggests Cardinali.

And when Wendy’s rolled out its sandwich last 12 months, it made use of some of its signature social media sass, poking at Popeyes. One particular tweet browse, “Y’all want a totally free rooster sandwich?”

Together with billboards and Television places for the masses, KFC aims to find youthful diners. So it turned to TikTok, exactly where septuagenarian Lili Hayes hyped its sandwich in her feisty tone. It was a calculated hazard. “Nothing occurs which is great when you are at ease,” states KFC U.S. CMO Andrea Zahumensky, who announced her departure from the enterprise currently.

A McDonald’s campaign faucets into appreciate for products this kind of as its fries. “It all arrived down to channeling our fans,” states Jennifer Healan, VP of U.S. internet marketing, McDonald’s.

“They’ve all relied on their fairness and their DNA and they’ve all sort of defined what they are bringing to the bash which is distinct and that is correct to their model,” suggests Dadlani.

Nonetheless, missteps transpire. Chick-fil-A undoubtedly expected its August 2019 tweet would entice lovers, not lead to a hit minute for Popeyes. Then, Popeyes miscalculated and ran out of its “it” products. Later on, Chick-fil-A stumbled. When Popeyes set the sandwich’s return for November 3, Countrywide Sandwich Working day, Chick-fil-A emailed consumers to suggest buying its sandwich. But that 12 months, Nov. 3 was a Sunday, when the chain is famously closed. And Burger King’s launch was reportedly delayed in some markets owing to a pickle lack.

4. It is Okay to be late to the get together

There can even now be lots of place to develop in an founded classification.

Chick-fil-A posted a 13% jump in 2020 U.S. systemwide income to almost $13.75 billion, retaining its No. 3 perch, according to Technomic. Just how huge is Chick-fil-A? KFC and Popeyes, the upcoming largest hen-centric chains, also grew and with each other pulled in a lot less than $10 billion in U.S. product sales. They rank 14th and 15th in general.

“Don’t shy away just since any individual owns the conversation from the start out,” suggests Dadlani.

Franchisees were being eager to get a sandwich faster, but chains like McDonald’s did their research 1st. “We listened to our supporters for many years to comprehend what they had been craving, so we truly took the time to make guaranteed we acquired this correct for them,” states Healan.

5. Observe a development with staying energy

Chicken sandwiches tap into various traits. They enchantment to those cutting back again on purple meat use. They are portable and keep up nicely in supply. They’re comfort food stuff. And younger men and women obtain them much more regularly, notes Zahumensky, citing NPD Group info.

Over-all, chicken is scorching. Technomic discovered profits at limited-support chicken chains rose 9% previous yr, outpacing burger chains’ .3% growth. Other classes fell.

“The thing to consider for hen, I feel, is here to stay,” claims Cardinali.