In the fierce competition for chicken supremacy in the United States, Popeyes has clucked its way to the top, surpassing KFC to become the country’s number two chicken chain. This comes a decade after Chick-fil-A first toppled KFC from its perch at the very top.
The war among chicken chains for consumer attention and spending has intensified over recent years. Chick-fil-A has grown from being a regional player to a national juggernaut, trailing only McDonald’s and Starbucks in terms of annual sales. Meanwhile, Restaurant Brands International’s Popeyes shook up the industry in 2019 with the launch of its now-iconic chicken sandwich, igniting what has been termed “the chicken sandwich wars.” Major burger chains like McDonald’s and Wendy’s have since jumped on the bandwagon, offering their own versions of the coveted sandwich and leading to poultry shortages.
Amidst this heated battle, KFC, owned by Yum Brands, has lost significant ground. Barclays research reveals that in just one year, KFC’s U.S. market share fell from 16.1% to 11.3%. While Popeyes too saw a dip in market share – from 15% down to 11.9% – it fared better than its rival.
The real victor of this poultry showdown appears to be Chick-fil-A which witnessed its market share swell from 38.3% to an impressive 45.5%. The Atlanta-based chain has capitalized on exceptional customer service, an uncomplicated menu and efficient drive-thru services despite being closed on Sundays.
KFC’s struggles are partly attributed to the departure of longtime U.S. leader Kevin Hochman last year, who left for Brinker International where he now serves as CEO. Additionally, KFC took over a year to respond to Popeyes’ successful chicken sandwich launch.
Popeyes is capitalizing on its newfound popularity by not only introducing new menu items but also fuelling the opening of new restaurants. Its recent Sweet ‘N Spicy Wings has become its most popular launch since the chicken sandwich. Popeyes’ President Sami Siddiqui expressed optimism about the chain’s future, stating, “We view this special milestone as an indicator that we’re headed in the right direction with much more growth to come.”
Meanwhile, Restaurant Brands International Chair Patrick Doyle cheekily challenged top-ranking Chick-fil-A at Scotiabank’s Back to School Conference in mid-September. As he celebrated Popeyes’ ascension to the number two spot, he remarked, “Game on, Chick-fil-A.”