Zaxby’s adds Signature Sandwich to menus nationwide

Fast casual chain Zaxby’s declared that “the chicken sandwich wars ain’t over yet” with the national rollout of the new Signature Sandwich.

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(Zaxby's)
(Zaxby's)

Fast casual chain Zaxby’s declared that “the chicken sandwich wars ain’t over yet” with the national rollout of the new Signature Sandwich.

“When it comes to portion size, flavor and quality ingredients, Zaxby’s is in it to win it,” said Joel Bulger, CMO. “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 to Zaxby’s.”

Sales of premium chicken sandwiches skyrocketed in the past few years after the viral feud between quick service restaurant chains Popeyes Louisiana Kitchen and Chick-fil-A that was quickly dubbed the chicken sandwich wars by consumers. 

The category, which is currently growing faster than beef sales, remains popular. At least five other major foodservice chains have launched new chicken sandwiches since the start of 2021.

More about the 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.

By itself, the sandwich retails for $4.99, or the chicken sandwich can be purchased as part of a meal with crinkle fries and a 22-ounce beverage for $6.99.

The brand began testing the Signature Sandwich at select Zaxby’s locations in Tennessee, Kentucky, Indiana and Virginia in late 2020, where it outsold the existing breaded fillet sixfold. The chicken sandwich is now available at the chain’s 909 locations in 17 southeast states.

Going viral (in a good way)

Zaxby’s has taken a multi-pronged approach to promoting the new sandwich online.

In December 2020, the brand launched a military-themed code name generator to generate excitement about the Signature Sandwich among 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 brand teased the new sandwich on February 27 with a “basic training” TikTok video showing employees preparing for the launch and created a series of Giphy stickers that customers could share on Instagram.

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.

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