Everything Started with a Tweet: America’s ‘Chicken Sandwich Wars’
In August 2019, the fast-food chain Popeyes, known for its Southern flavors, launched a new menu item with great ambition. It was a simple yet powerful ‘Chicken Sandwich’ featuring a thick chicken breast patty, pickles, and sauce nestled between a brioche bun.
The Prelude to War: Chick-fil-A Enters the Fray
In fact, there was a long-standing champion in the U.S. chicken sandwich market: Chick-fil-A. Since 1964, they have been selling their original chicken sandwich and took great pride in being the “original.” As word began to spread about Popeyes’ new menu, Chick-fil-A tweeted:
“Bun + Chicken + Pickles = all the ❤️ for the original.” (Bun + Chicken + Pickles = all the love for the original)
This was a declaration of their originality, a jab at Popeyes. However, the story took an unexpected turn from here.
“…y’all good?” A Counterattack with Just Two Words
As numerous Twitter users tagged Popeyes in response to Chick-fil-A’s tweet, curious about the next move, Popeyes replied with just two words:
“…y’all good?” (…y’all good?)
This short and chic response was truly a ‘divine move.’ The cool and confident attitude of Popeyes began to excite the internet. People started comparing the sandwiches from both brands, debating which was tastier, leading to an unprecedented ‘Chicken Sandwich Wars.’
The Outcome of the War: The Winner and the Dawn of a New Era
The result was a resounding victory for Popeyes. The store was packed with people eager to try the sandwich, and within two weeks of its launch, all stock was sold out. This event went beyond a mere happening; it prompted McDonald’s, KFC, Burger King, and all other fast-food brands to rush to enhance or launch their chicken sandwich menus. In the summer of 2019, the small ball that Popeyes launched shook the entire U.S. fast-food market.
The Throne is Mine: The Quiet Yet Fierce ‘Chicken Burger Wars’ in Korea
While a dramatic war unfolded in the U.S., what history has the Korean chicken burger market gone through? The story in Korea resembles that of martial arts masters who steadfastly guard their territories while waiting for the right moment, rather than a flashy war.
The Dawn of the Warring States: The Rise of Pioneers
There were pioneers who sowed the seeds of chicken burgers in the Korean fast-food market.
- Lotteria (1993): The homegrown brand Lotteria launched its ‘Chicken Burger’ relatively early in 1993, initially approaching it with a health concept using chicken breast.
- KFC (1996): Unmissable in the realm of ‘chicken,’ KFC introduced the legendary ‘Zinger Burger’ to Korea in 1996. The thick chicken breast patty and spicy flavor quickly garnered many fans, setting a new standard for chicken burgers.
The Rise of the Absolute Champion: The Era of Mom’s Touch ‘Sigh Burger’
A powerful competitor emerged to challenge the long-standing throne held by the Zinger Burger. It was Mom’s Touch. Launched in 2005, the ‘Sigh Burger’ used tender and juicy thigh meat patties instead of the traditional chicken breast, delivering a fresh shock to the market.
With overwhelming size and value, earning the nickname ‘Mouth-Wide Burger,’ it spread like wildfire among college students, establishing Mom’s Touch as the undisputed champion of chicken burgers.
The Ongoing Competition: New Challengers
After the ‘Chicken Sandwich Wars’ in the U.S., the Korean market is heating up again.
- Popeyes’ Return: In 2022, the protagonist of the American war, Popeyes, made a grand return to the Korean market with its ‘Chicken Sandwich.’
- Counterattacks from Established Giants: Traditional giants like Burger King and McDonald’s are also launching premium chicken burger new menus one after another, challenging the stronghold of the Sigh Burger.
- New Faces: Various handmade burger brands and chicken specialty brands are introducing their unique chicken burgers, igniting competition.
While it may not be a dramatic war that flips the landscape overnight like in the U.S., the Korean chicken burger market is quietly but fiercely preparing for the next era, with masters possessing their own secret techniques accumulating experience over time.
In the ‘Chicken Wars’ of both countries, which burger will you cast your vote for? The story is not over yet!