The first Popeyes tweet seemed innocent enough — a photograph of the chain’s new fried-chicken sandwich (chicken breast, brioche bun, pickles, sauce) beneath an artfully garbled caption: “So. Good. Forgot. How. Speak.”
But as a social media battle has captivated the internet this week and generated long lines at Popeyes locations across the country, that tweet from last week now has the feel of an opening salvo. Things grew heated on Tuesday, when Chick-fil-A tweeted what appeared to be a coded response to the Popeyes announcement, extolling the virtues of its “original” chicken sandwich.
Popeyes replied a few hours later: “…y’all good?”
Soon, the “passive-aggressive chicken sandwich debate,” as one news article put it, had escalated into a Twitter battle royal, as other fast-food companies started promoting their own sandwiches. Shake Shack tried to rise above the fray, promising a chicken sandwich “without the beef.”
As the Twitter commotion intensified, the Popeyes chicken sandwich reportedly sold out at some locations.
In the chicken wars this week, fast-food rivals seemed intent on stirring up trouble. Take this exchange between Wendy’s and Popeyes:
Wendy’s: “Y’all out here fighting about which of these fools has the second best chicken sandwich.”
Popeyes: “Sounds like someone just ate one of our biscuits. Cause y’all looking thirsty.”
Wendy’s: “lol, guess that means the food’s as dry as the jokes.”
To some, these Twitter antics may seem juvenile. But many brands….[Read More]
Roger Chiocchi
A life-long advertising and marketing professional, Roger is VP-Marketing at Signature Brand Factory. Prior to that he spent 20+ years on Madison Ave as a Sr. VP at Young & Rubicam and President of Y&R subsidiary, The Lord Group.
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