KANSAS CITY, Mo. – It wasn’t exactly the Summer of Love for Chick-fil-A and Popeyes Louisiana Kitchen.

A “chicken sandwich war” erupted in August when Popeyes launched — and quickly sold out of — its chicken sandwich followed by a “Ya’ll good” tweet directed at Chick-fil-A. And the rivalry only intensified when Popeyes mocked Chick-fil-A for promoting National Sandwich Day which fell on a Sunday — when Chick-fil-A locations are closed.

After resolving its supply chain issues, Popeyes then used National Sandwich Day to launch the return of its chicken sandwich. This move turned out to be far more than another dig at Chick-fil-A; it was an opportunity to kickstart a conversation about Chick-fil-A’s values, according to Deb Gabor, CEO of brand strategy consultancy, Sol Marketing.

In this podcast, we spoke with Gabor about the real battle — a battle of brands — and the competing values of the customers who love them.