In a surprising turn of events, Popeyes has just surpassed KFC as the second-largest chicken chain in the United States. This comes ten years after Chick-fil-A took the top spot, leaving KFC scrambling to regain its dominance. The battle for market share and customer loyalty among these chicken chains has become increasingly fierce in recent years. With its introduction of a wildly successful chicken sandwich in 2019, Popeyes sparked what is now known as the chicken sandwich wars, causing a ripple effect throughout the fast-food industry.
Popeyes, owned by Restaurant Brands International, made a splash with its chicken sandwich launch. The sandwich quickly became a blockbuster menu item, attracting customers in large numbers and igniting a trend among other fast-food giants like McDonald’s and Wendy’s, who rushed to introduce their own versions. This sudden surge in demand even led to poultry shortages. As a result, Popeyes gained traction in the market and managed to surpass its rival, KFC, in terms of market share.
On the other hand, KFC, owned by Yum Brands, has experienced a decline in its market share over the past year. Its share dropped from 16.1% to 11.3%, according to Barclays research. While Popeyes also experienced a decline, its market share was still strong enough to surpass KFC, shrinking from 15% to 11.9%. The real winner in this fierce competition, however, is Chick-fil-A, which expanded its market share from 38.3% to a staggering 45.5%. The Atlanta-based chain has solidified its dominance and remains one of the most successful fast-food chains in the country.
Chick-fil-A’s remarkable success can be attributed to several key factors. Firstly, despite being closed on Sundays, the chain has gained a loyal customer base due to its exceptional customer service, efficient drive-thru lanes, and a concise yet enticing menu. These factors have enabled the chain to thrive and continuously attract new customers.
In contrast to Chick-fil-A, KFC has struggled to keep up with the fierce competition. It took the chain over a year to respond to Popeyes’ chicken sandwich debut, giving its rival a significant head start. Moreover, KFC faced internal challenges when its longtime U.S. leader, Kevin Hochman, left the company to serve as CEO of Brinker International. These setbacks, combined with the industry-wide chicken sandwich craze, have contributed to KFC’s decline in market share.
Popeyes, leveraging the popularity of its chicken sandwich, has made strategic moves to introduce customers to new menu items and expand its presence. One notable success was the introduction of its Sweet ‘N Spicy Wings, which became a hit among customers and marked the chain’s most popular launch since the chicken sandwich. The chairman of Restaurant Brands International, Patrick Doyle, confidently stated, “Game on, Chick-fil-A,” affirming Popeyes’ determination to continue its ascension in the chicken chain rankings.
Popeyes President Sami Siddiqui expressed his excitement about the chain’s new position as the second-largest chicken chain in the country. However, he acknowledges that this achievement is just the beginning. Siddiqui sees it as an indicator of the brand’s positive trajectory and its potential for further growth. Popeyes is dedicated to becoming the most loved and visited chicken chain in the United States, and they believe they are on the right path to achieving that goal.
The rise of Popeyes and its overtaking of KFC as America’s second-largest chicken chain demonstrates the ever-changing landscape of fast food. With the chicken sandwich wars in full swing, it is clear that competition within the industry has reached new heights. While Chick-fil-A remains the dominant force, Popeyes’ remarkable growth serves as a testament to its strategic moves, enticing menu offerings, and ability to capture the hearts and taste buds of customers across the nation.