KFC’s new chicken sandwich
KFC
KFC kicks off 2021 by entering the chicken sandwich wars.
The latest menu addition from the Yum Brands chain will replace the Crispy Colonel sandwich in an effort to gain an edge over its rivals.
The competition began over a year ago with the launch of Popeyes’ version of the classic item, featuring crispy chicken on a buttery brioche bun with mayonnaise or spicy cajun sauce. Since its debut, the sandwich has contributed to double-digit sales growth in the same store for the Restaurant Brands International chain every quarter.
McDonald’s will enter the ring next month. They’re all trying to steal some of the momentum Chick-fil-A has seen in recent years as it became the third largest restaurant chain, after McDonald’s and Starbucks.
Starting Thursday, KFC’s sandwich will be available at select restaurants in Chicago, Kansas City, St. Louis, San Francisco, Seattle, Portland, Oregon, Louisville, Kentucky, Sacramento, California and Tulsa, Oklahoma. It will be available nationwide in KFC’s 4,000 US restaurants by the end of February. McDonald’s three chicken sandwiches will be on display in the US on Feb. 24
In the spring, KFC tested the sandwich in Orlando, Florida, and the item nearly doubled its original sales forecasts.
“Many customers had not considered KFC as part of the chicken sandwich, but anyone who tastes this sandwich knows without a doubt that we are playing to win,” said Andrea Zahumensky, KFC US chief marketing officer.
The sandwich consists of a quarter pound of chicken breast that is double-breaded, a toasted brioche bun, pickles, and mayonnaise or spicy sauce. KFC’s version is similar in ingredients to Popeyes, McDonald’s and Chick-fil-A. They all use a breaded fillet, a brioche bun, and pickles. The main difference is the breading and baking method, which affect texture and flavor.
Shares of Yum, which have a market value of $ 31.8 billion, are up 3% in the past year. While KFC, Pizza Hut and Taco Bell have recovered quickly in the US, the international locations have taken longer to recover from the coronavirus pandemic.