Online code name generator promotes Zaxby’s chicken sandwich

Fast casual chicken chain Zaxby’s is leveraging the power of social media to promote its new chicken sandwich.

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Fast casual chicken chain Zaxby’s is leveraging the power of social media to promote its new chicken sandwich.

The brand launched a military-themed code name generator for brand loyalists on the social media platform Twitter. The viral tweet asked followers to create a code name based upon their birth month, birthday and first initial, resulting in a 67% increase in user engagement.

The power of a viral moment

Social media played a major role in fueling consumer interest in the chicken sandwich wars. Viral moments are increasingly becoming a way for brands to drive sales and attract new customers.

The chicken sandwich craze of 2019 almost wasn't.

The August 12 launch of the fried chicken sandwich from quick service restaurant Popeyes Louisiana Kitchen nearly went unnoticed. That is — until seven days later — when rival restaurant Chick-fil-A sent out a tweet reminding customers that their own sandwich was "the original chicken sandwich" and Popeyes fired back with “…y’all good?”

The resulting viral feud generated major online buzz that continues to benefit chicken brands today. Customers and fans debated online which chicken sandwich was better, with the term #chickensandwichwars rising to the top of trending topics on Twitter.

More about the Zaxby’s chicken sandwich

The Zaxby’s Signature Sandwich features a freshly-prepared, double hand-breaded, premium chicken breast fillet topped with three thick-sliced, crinkle-cut pickle chips and served on a buttery toasted, split-top potato bun with a choice of Zax Sauce or Spicy Zax.

The chicken sandwich is currently only available at select Zaxby’s locations in Tennessee, Kentucky, Indiana and Virginia. Zaxby’s plans a national rollout of the new sandwich in 2021.

“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 sandwich. We know the competition is fierce, but we’re also confident that once you try it, you’ll never go back.”

Zaxby’s currently operates more than 900 restaurants in 17 southeast states. The chain, which generated more than $1.9 billion in U.S. systemwide sales in 2019, is best known for its chicken fingers, wings and signature sauces. The Goldman Sachs Merchant Banking Division is set to acquire a significant stake in fast-casual chicken chain by the end of the year.

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