It All Started with a Single Tweet: America’s ‘Chicken Sandwich Wars’
In August 2019, the Southern-flavored fast food chain Popeyes boldly launched a new menu item: a simple yet powerful ‘chicken sandwich’ featuring a thick chicken breast patty, pickles, and sauce between a brioche bun.
The Prelude to War: Chick-fil-A Joins the Fray
The US chicken sandwich market had a long-standing champion: Chick-fil-A. Since 1964, they had proudly sold the original chicken sandwich. As Popeyes’ new item began gaining buzz, Chick-fil-A tweeted:
“Bun + Chicken + Pickles = all the ❤️ for the original.”
This was a declaration of their original status and a challenge to Popeyes. But the story took an unexpected turn from here.
The Counterattack in Two Words: “…y’all good?”
As many Twitter users tagged Popeyes, curious about their next move, Popeyes replied with just two words:
“…y’all good?”
This short, cool, and confident response was a masterstroke. The internet went wild over Popeyes’ attitude. People debated which sandwich was better, sparking an unprecedented ‘Chicken Sandwich Wars.’
The Outcome: A Victor and the Dawn of a New Era
Popeyes won decisively. Crowds flocked to stores, and all inventory sold out within two weeks. This event went beyond a mere incident; it triggered other fast food giants like McDonald’s, KFC, and Burger King to strengthen or launch their own chicken sandwich menus. The small spark Popeyes ignited in summer 2019 shook the entire US fast food market.
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The Throne Is Mine: Korea’s Quiet but Fierce ‘Chicken Burger Battle’
While a dramatic war unfolded in the US, what history shaped Korea’s chicken burger market? Korea’s story resembles martial arts masters quietly guarding their territories and waiting for the right moment rather than a flashy war.
The Warring States Period Begins: The Pioneers Appear
Pioneers planted the seeds of chicken burgers in Korea’s fast food market.
- Lotteria (1993): The native Korean brand Lotteria launched a ‘chicken burger’ relatively early in 1993, initially promoting it with a healthy chicken breast concept.
- KFC (1996): The legendary ‘Zinger Burger’ arrived in Korea in 1996 from KFC, a must-mention when it comes to chicken. Its thick breast patty and spicy flavor quickly won many fans and set a new standard for chicken burgers.
The Rise of the Absolute Champion: Mom’s Touch ‘Thigh Burger’ Era
A strong challenger appeared to the throne long held by the Zinger Burger: Mom’s Touch. Launched in 2005, the ‘Thigh Burger’ used tender, juicy chicken thigh patties instead of breast meat, delivering a fresh shock to the market.
Nicknamed the ‘mouth-stretching burger’ for its overwhelming size and value, it spread by word of mouth especially around university campuses, firmly establishing Mom’s Touch as the undisputed king of chicken burgers.
The Competition Continues: New Challengers
Following the US ‘Chicken Sandwich Wars,’ Korea’s market is heating up again.
- Popeyes’ Return: In 2022, Popeyes, the US war’s protagonist, made a grand comeback to Korea with its famous chicken sandwich.
- Veterans’ Counterattack: Traditional giants like Burger King and McDonald’s have launched premium chicken burger menus to challenge the Thigh Burger’s dominance.
- New Faces: Various handmade burger and chicken specialty brands are introducing their own unique chicken burgers, fueling the competition.
Though not a sudden dramatic upheaval like in the US, Korea’s chicken burger market is quietly but fiercely preparing for the next era, with masters honing their skills over a long time.
The great chicken battles of these two countries— which burger will you cast your vote for? The story is far from over!