Another day, another chain is taking its upgraded chicken sandwich to the masses.
KFC on Thursday revealed the day when its version will take a spot on menus—the sandwich is available in select markets now and will be available in all 4,000 of its U.S. units by the end of February.
In so doing, it becomes the second major chain this week to say it will introduce a new chicken sandwich nationally, following McDonald’s reveal that its Crispy Chicken Sandwich will go national on Feb. 24.
“We tested the new KFC Chicken Sandwich in Orlando last spring and we nearly doubled our sales expectations, so we knew we had a winner,” Andrea Zahumensky, chief marketing officer for KFC U.S., said in a statement. “Many customers hadn’t considered KFC as a part of the chicken sandwich conversation, but anyone who tastes this sandwich will know, without a doubt, that we’re playing to win.”
Chicken sandwiches have been all the rage for the past 15 months, since Popeyes introduced its sandwich to massive popularity. (Check out RB’s chicken sandwich timeline.)
All the chains are looking to take a page out of the playbook of the extraordinarily popular Chick-fil-A, which has become the third-largest chain in the U.S. seemingly overnight.
KFC’s sandwich, much like McDonald’s, carries some significant importance. Consumers increasingly on the go have shifted much of their chicken consumption to sandwiches, tenders and wings and away from the bone-in meals it has classically served. But the Louisville, Ky.-based chain has struggled to hit on the right recipe that would resonate with customers.
The company clearly believes it has hit on that this time. The sandwich features a quarter-pound Extra Crispy filet with mayo or spicy sauce, pickles and a buttered brioche bun.
The sandwich is available for $3.99 or for $6.99 as part of a combo meal with fries and a medium drink.
KFC has put up a sandwich finder on its website—kfc.com/findthesandwich—for customers to check and see if it’s available in their market.
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