Open Report:Bespoke – Chicken Sandwich Wars

Key Takeaways:

  • Popeye’s Traffic
    • In January Popeye’s traffic came back closer to normal range following an above seasonal increase in November and December in the immediate aftermath of the chicken sandwich relaunch. The January reading is slightly elevated compared to a year ago, but doesn’t show the same above normal levels that November and December exhibited.

  • Around Half of Popeye’s Customers Said They Have Recently Increased Visits Because of the Chicken Sandwich
    • Popeye’s customers are among the most likely to say they have recently increased visits because of the fried chicken menu item, but they are middle of the road when it comes if they expect their visits to stay increased.

  • Popeye’s Customers are the Most Likely of the Chicken Sandwich QSR’s to Say They’ve Had It “Once But Not Again Since”
    • Popeye’s has the highest share of people saying they have had it “once but not again since” and is on the lower range of the % of customers who have had it “many times.”

  • Which QSR’s Have Been Impacted The Most By The Popeye’s Chicken Sandwich?
    • The more a customer has been engaged with the Popeye’s chicken sandwich, the more likely they are to have said it has caused them to reduce eating at other QSR’s. KFC, Chick-fil-A, and McDonald’s were named by the highest percentage of Popeye’s customers as places they have been going to less because of the Popeye’s sandwich.

  • Chicken Wars Competitive Dynamics
    • Sentiment feedback is strongest around the Chick-fil-A sandwich and the Shake Shack Chick’n Shack.

Key Charts: