Big Boy replaces mascot to promote new chicken sandwich

The iconic mascot of burger chain Big Boy has temporarily yielded the spotlight to a blonde-ponytailed girl in celebration of the brand’s new Dolly Chicken Sandwich.

Doughman Headshot3 Headshot
(Big Boy)
(Big Boy)

The iconic mascot of burger chain Big Boy has temporarily yielded the spotlight to a blonde-ponytailed girl in celebration of the brand’s new Dolly Chicken Sandwich.

Chicken sandwiches continue to be popular with consumers in 2020 after a banner year in 2019. The launch of the popular Popeyes chicken sandwich – and the resulting chicken sandwich wars – increased sales for everyone in chicken foodservice.

The Dolly Chicken Sandwich, a deep-fried chicken breast tossed in buffalo sauce and served on a grilled brioche bun, joins two other chicken sandwiches on the Big Boy menu. The new sandwich also features pickles and the chain’s signature Big Boy tartar sauce.

The sandwich is a limited-time offer.

Hello Dolly!

Dolly has been a featured character as Big Boy’s best friend in the brand’s comic books since the 1950s. She has also appeared on kids’ menus and coloring pages throughout the years. As part of the promotion, Dolly has replaced the chain’s classic logo on the company’s social media and website.

“We wanted to go BIG with the introduction of our new Dolly Chicken Sandwich. We’ve created a big, craveable sandwich, brought back a popular icon from our past and want to celebrate big with our guests,” Jon Maurer, Vice President of Marketing, Big Boy, said in a statement.

Big Boy has confirmed that Dolly is not a replacement for the original mascot, a brown-haired boy in red-checked overalls. Instead, the two mascots will share the spotlight.

"Big Boy has always had his own burger. We're excited that Dolly, after so long, got her own sandwich," Big Boy's director of training Frank Alessandrini told TODAY.

Statues of the original Big Boy mascot, made famous in the Austin Powers movies, will remain in front of the chain’s restaurants. The brand has more than 75 locations across Michigan, California and North Dakota.

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