Two years after introducing chicken sandwiches, that stoked frantic demand, Popeyes has now released chicken nuggets across the country. The company is drawing as much attention this time as it had at the time of launching chicken sandwiches. But the market strategy adopted by the fast-food chain this time is entirely different. The company is not taking digs at its competitors this time. Instead, it announced ‘piece.’ “We come in piece. 8 piece,” said the company on its social media platforms as its nuggets hit stores. The company is confident of fans lining up at stores to taste it this time as well.
To commemorate the launch and initiate the promotional campaign, the company has pledged to buy nuggets worth USD 1 million from its competitors. Popeyes has decided to buy nuggets from Wendy’s, McDonald’s, Chick-fil-A, Burger King as well as its own. The company is buying it through its charitable arm. The company’s charitable arm is known as The Popeyes Foundation. Popeyes said that it will donate all these nuggets. Food will be donated to the Second Harvest Food Bank of Greater New Orleans and Acadiana. Poking fun, the company said that decision is to end the ‘chicken sandwich wars’ of 2019. A chicken war had started after the company launched its crispy chicken sandwiches two years ago.
Popeyes had started trending on microblogging site Twitter in 2019 after it took a jab at Chick-fil-A over which company has better-fried chicken to offer. Popeyes had emerged as a clear winner as thousands of customers flocked at various locations to taste the newly launched sandwich and rate it against its competitors. The strategy was so successful that it sold out all sandwiches within two weeks. The bumper sale propelled the company to one of its best quarterly earnings in almost 20 years. Popeyes Chief Marketing Officer Bruno Cardinali the campaign was highly successful and the company was humbled by the love showered upon it.