KFC enters chicken sandwich war with new premium version

KFC begins 2021 by entering the chicken sandwich war.

The latest addition to the Yum Brands chain menu will replace the Crispy Colonel sandwich in an effort to gain an edge over its rivals.

The contest started over a year ago with the launch of Popeyes’ version of the classic item, which has crispy chicken on a buttery brioche bun with mayonnaise or spicy Cajun sauce. Since its inception, the sandwich has helped drive double-digit same-store sales growth for the Restaurant Brands International chain every quarter.

McDonald’s will enter the ring next month. All of them are trying to steal some of the momentum Chick-fil-A has enjoyed in recent years by becoming the third-largest restaurant chain by sales, behind McDonald’s and Starbucks.

Starting Thursday, the KFC Sandwich is available at select restaurants in Chicago, Kansas City, St. Louis, San Francisco, Seattle, Portland, Oregon, Louisville, Kentucky, Sacramento, California and Tulsa, Oklahoma. By the end of February, it will be available nationwide at KFC’s 4,000 US restaurants. McDonald’s three chicken sandwiches will debut on February 24 in the US

In the spring, KFC tested the sandwich in Orlando, Fla., And the item nearly doubled its initial sales forecast.

“A lot of customers hadn’t seen KFC as part of the chicken sandwich conversation, but anyone who tastes this sandwich will no doubt know we’re playing to win,” said Andrea Zahumensky, KFC US Marketing Director.

The sandwich consists of a fillet of double-breaded quarter-pound chicken breast, toasted brioche bread, pickles and a mayonnaise or spicy sauce. KFC’s version is similar in ingredients to Popeyes, McDonald’s, and Chick-fil-A. All use a breaded fillet, brioche bread and pickles. The main difference is the method of breading and frying, which affects the texture and flavor.

Shares of Yum, which has a market value of $ 31.8 billion, rose 3% last year. While KFC, Pizza Hut and Taco Bell have quickly recovered in the United States, its international locations have taken longer to recover from the coronavirus pandemic.