CHICAGO — NPD Group found that the online debate over chicken sandwiches in the US raised sales across the board for quick-service restaurants in August 2019.
The research firm said that same-store dollars sales were up 4.4 percent compared to the same month last year.
“Warmer weather, vacations, and a slower pace have historically made summer a stronger season for the restaurant industry,” says David Portalatin, NPD food industry advisor. “You add the excitement of a chicken sandwich battle and social media feud, and you’ve got an even greater gain in transactions — albeit temporary.”
Last month Popeyes Louisiana Kitchen Inc., debuted its own chicken sandwich to fanfare throughout the country. The company reportedly sold out consistently for weeks after an ongoing demand driven by social media battles with Chick-fil-A.
“The launch of a new chicken sandwich in mid-August and subsequent Twitter feud brought consumers’ attention to the already popular chicken sandwich,” NPD said. “Although the chicken sandwich battle was a win for some chicken sandwich warriors, it was a loss in share for some hamburger chains.”
Following the high demand for chicken, McDonald’s Corp. decided to roll out the new Spicy BBQ Chicken Sandwich. The restaurant’s new sandwich is now available for a limited time.