Some of us still haven’t fully recovered from the infamous Chicken Sandwich Wars, a truly wild time in our country’s history where fast food chains like Popeye’s, Chick-Fil-A, McDonalds and KFC went to war to release the best chicken sandwich.
Fraught with Twitter campaigns, jabs across the aisle and even ingredients shortages, it was a time still fresh in many of our memories. The original chicken sandwich war of summer 2019 was started when Popeye's started a viral Twitter feud with Chick-fil-A. Not long after, McDonalds also brought out a new premium chicken sandwich.
For a while, even Taco Bell was testing a chicken sandwich! Apparently Zaxby’s was only biding their time, because they fired off this week with a picture of this glorious specimen of a chicken sandwich and the simple threat: “Y’all ready?”
"Zaxby's new Signature Sandwich has been 30 years in the making," said CMO Joel Bulger. "It's a natural brand evolution for us, perfecting the size, taste and flavor profile of this indescribably delicious chicken sandwich. We know the competition is fierce, but we're also confident that once you try it, there's no going back."
The Signature Sandwich is a thing of heft and beauty, boasting double hand-breaded 100% white breast meat. Not one to leave any stone unturned, they’re also releasing the sandwich on a brand new buttery, toasted split-top bun, and of course with the famous pickle chips you expect in a quality chicken sandwich. You can also take it to the next level with the choice of Zax Sauce or Spicy Zax Sauce. The sandwich can also be bought as a meal with crinkle fries and a 22 oz. drink.
The Spicy Zax Sauce offered as an alternative is also a new contender on the menu; including ingredients like jalapeno and red cayenne pepper, the sauce is a hot and zest blend for those who like their sandwiches on the edge.
"Anyone who thought the chicken sandwich wars were over, consider this your notice. They've only just begun," said Dooley Tombras, president of Tombras, Zaxby's creative agency of record. "As a challenger brand, we're taking a big shot and we created a campaign big enough to match the size of the new Signature Sandwich. This is just the opening salvo."
For right now, the new sandwich is available exclusively in Nashville, Knoxville and Tri-Cities, Tenn. as well as Louisville and Lexington, Ky. markets. We don’t have an exact date yet for the national rollout of this behemoth of a sandwich, but it WILL be coming nationwide, according to Zaxby's. Meanwhile, we’re keeping an eye out, and keeping an eye on their competition, too. Which brings us to Wendy's... Just one day after Zaxby's announced their new Signature Sandwich, Wendy's has already one-upped them!
Wendy's has announced their newest sandwich, the Classic Chicken Sandwich. This new Classic Chicken Sandwich will replace their former Homestyle Chicken Sandwich on their menu. The new menu Classic Chicken Sandwich features a "premium all-white meat chicken breast that is juicy and crispy, on a toasted bun," according to a Wendy's statement, along with the following: mayonnaise, tomato, lettuce, and pickles.
What's even crazier is that Wendy's is GIVING THESE AWAY! Right now through November 8th, you can get a FREE new Classic Chicken Sandwich by making a purchase at a Wendy's or ordering through their mobile app. You can get one free sandwich per week through Nov. 8th!
"We can't wait for our fans to get their hands on the New Classic Chicken Sandwich which has the perfect crunch from breading and pickles paired with the juiciness and flavor of the fillet," the chief marketing officer of the Wendy's Co., Carl Loredo, told us.
In other chicken sandwich wars news, fast-food giants Whataburger and Burger King both have also added chicken sandwiches to their menus recently. Just a month ago, Whataburger released their new Spicy Chicken Sandwich, pictured below:
And, Burger King has always had chicken sandwiches, but they've been testing out new and improved Hand-Breaded Crispy Chicken Sandwiches that look way better than their predecessors! Burger King has been testing the Hand-Breaded Original Crispy Chicken Sandwich, which has pickles, or add lettuce and tomato. They also have been trying out these ridiculously decadent-looking Cheddar Bacon Crispy Chicken Sandwiches!
Learn more about Burger King's new sandwiches by watching this video review: Okay, this brings us to the end of the Chicken Sandwich War... for now. So which is your favorite? Are you a Chick-fil-A fan forever, or are you going to try these new options?