Zaxby s Signature Sandwich started with the sauce.
Zaxby’s marketing chief Joel Bulger believes the “chicken sandwich wars” have reached the natural selection phase. This past year, chicken sandwiches breaded and grilled were included in 6.7 percent of all U.S. restaurant orders, according to The NPD Group. That’s good for some 3.5 billion servings.
With demand and buzz at unseen highs, don’t expect brands to sit on the sidelines. Chains, and sandwiches, will continue to enter the arena. Burger King, sister brand to Popeyes and its now-legendary product, has one planned for 2021. McDonald’s just joined the fray in late February.
Signature offering has been in test since October
Zaxby’s Operating Co. L.P. is rolling out its new chicken sandwich to all 909 locations, accompanied by a loyalty program giveaway and branded social-media stickers, the company said Tuesday.
The Athens, Ga.-based quick-service chain began testing its new chicken sandwich last October in the Tennessee markets of Nashville, Knoxville and Tri-Cities (Kingsport, Johnson City and Bristol), and the Kentucky markets of Louisville and Lexington and this week’s rollout is to all 17 states.
The company Tuesday said the new Signature Sandwich outsold the existing breaded fillets sixfold.
“When it comes to portion size, flavor and quality ingredients, Zaxby s is in it to win it,” said Joel Bulger, the company’s chief marketing officer, in a statement. “While we may not be the largest brand competing in the sandwich war, I m confident we have the right ingredients to win on taste and make chicken sandwich enthusiasts switch