Burger King’s recent social media swipe at Chick-fil-A didn’t lack for buzz. And it’s hardly the first chapter in this chicken sandwich wars marketing saga.
Sister brand Popeyes famously grappled with Chick-fil-A in August 2019 on Twitter—an effort that inspired commentary from Wendy’s to “CBS This Morning” co-host Gayle King. Customers wanted to try each sandwich and take a stand (and let everyone know about it). The effort generated the equivalent of $65 million in media value right out of the gate, per Apex Marketing Group. We now know how long that sustained for Popeyes, which is pushing AUVs $400,000 higher than pre-chicken sandwich.
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