Yes, we are reporting on the latest fast food craze because it impacts me. Not only because I am a reputable food critic in the fast food chicken sandwich category, but because of the $$$ and marketing impact.
First, I’ll start with the most important point; taste.
Would I kill for this sandwich? I don’t know, maybe if I had low blood sugar and Jonny Baker was going to (once again) explain why Nigel Mansell is the greatest racing driver of all time, I would debate the ramifications of my actions, but back to the sandwich. Yes, it’s a bigger and more substantial bird to bun ratio than their rivals from Atlanta, but did they really need to take two years to figure out that out?
On a scale from “I should of just listened to JB’s not so hot take on Mansell” to “I will never step foot into another fast food joint ever again because of this delicious divine intervention,” I would have to go with “If I’m on West 16th St. past 10pm and there is no line, I will flip a coin.”
As you can see, it’s not hitting the spot; it’s all hype.
Second, let’s dive into the marketing side.
Apex Marketing Group estimated that Popeyes reaped $65 million in equivalent media value—nearly triple the $23 million media value the sandwich generated in its first few days of sale back in late August, according to the company.
They also did something so easy and so relatable. They created a rivalry out of thin air and created the brand into venerable social capital around the world because of the reactions on social media. Here are some of the most outrageous (that are not involving fights):
— BallerAlert (@balleralert) November 11, 2019
And yes, lets worship as thy kingdom of chicken sandwiches is available on Sundays…
This what we on in Chick Fila
Popeyes could never 🤷🏽♂️ pic.twitter.com/ZnC9e3OZ2V
— (Foots The King) (@FootsDaKing) November 10, 2019
The sandwich, yes, a sandwich, attracted younger and more affluent customers from larger households. Price comparisons between CFA and Popeyes breakdown at about a $1.30 dollar price difference, with CFA delivering the more cost-effective sandwich.
As we break down customer loyalty, it’s easy to see two passionate customer groups, most notably based in the southeastern market of the U.S. In my 25 years of life, I have not seen or remembered such a fast-food craze. The McRib or spicy nuggets don’t even scratch the surface.
If you’re interested in learning more, check out this QSR article.