Modern Marketing

Popeyes warns of limited chicken sandwich availability following social media popularity

By John Glenday | Reporter

August 28, 2019 | 3 min read

The social media phenomenon that was #thechickensandwichwar that saw US fast-food chains debate which had the superior offering, has led to Popeye's suspending sales of its sandwich having run low on stock.

After the release of its chicken sandwich less than a fortnight ago, Popeyes has revealed that ‘extraordinary demand’ from hungry fans has already led to the suspension of sandwich sales.

Launched on 12 August the chicken burger and associated creative from GSD&M has taken social media by storm with Popeyes chicken clientele clamouring to share snaps of themselves devouring the meat treat, but the unexpected demand has left the restaurant scrabbling to play catch up.

In a statement, Popeyes wrote: “The demand for the new Chicken Sandwich in the first few weeks following launch far exceeded our very optimistic expectations. Popeyes aggressively forecasted demand through the end of September and has already sold through that inventory. As a result, Popeyes restaurants across the country are expected to sell out of the Chicken Sandwich by the end of this week. We, along with our suppliers, are working tirelessly to bring the new sandwich back to guests as soon as possible.”

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Anyone wishing to track down an elusive Chicken Sandwich is invited to download the Popeyes app to receive push notifications for when the delicacy becomes available.

The Twitter spat drew involvement from rivals such as Wendy's and Chick-fil-A alongside other restaurants that didn't offer a chicken sandwich product but were looking to become part of the conversation anyway.

The resulting media attention has galvanised Popeyes to begin building its own global marketing unit.

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