In a surprising turn of events, Popeyes has dethroned KFC as the No. 2 chicken chain in the United States. This comes a decade after Chick-fil-A overtook KFC from the top spot. The battle for dominance among chicken chains has intensified in recent years, with Chick-fil-A rising from a regional player to a nationwide powerhouse, trailing only McDonald’s and Starbucks in terms of annual sales.
The catalyst for this shift in rankings can be attributed to the launch of Popeyes’ chicken sandwich in 2019. The sandwich quickly became a sensational hit, leading to what is now known as the chicken sandwich wars. Burger chains, such as McDonald’s and Wendy’s, promptly followed suit by introducing their own versions of the sandwich. This sudden surge in demand for poultry caused shortages across the industry.
KFC’s Struggles and Loss of Market Share
Amidst this fierce competition, KFC has experienced a decline in its market share. According to Barclays research, KFC’s U.S. market share dropped from 16.1% to 11.3% over the past year. Similarly, Popeyes also witnessed a decrease in market share, although it managed to retain enough to surpass its rival, falling to 11.9% from 15%. The real winner in this battle for market dominance is Chick-fil-A, which saw its market share expand from 38.3% to a staggering 45.5%.
Despite being closed on Sundays, Chick-fil-A continues to reign supreme in the chicken chain industry. Its success can be attributed to several factors, including exceptional customer service, a concise menu, and efficient drive-thru lanes. These qualities have solidified Chick-fil-A’s dominance and endeared it to consumers nationwide.
In contrast, KFC has struggled to keep up with its competitors. It took the chain over a year to respond to Popeyes’ chicken sandwich, which proved to be a costly delay. Furthermore, KFC lost its longtime U.S. leader, Kevin Hochman, who now serves as the CEO of Brinker International. KFC’s sluggish response and internal changes have undoubtedly contributed to its decline in the chicken chain rankings.
Popeyes’ Recipe for Success
On the other hand, Popeyes has utilized the popularity of its chicken sandwich to introduce customers to other menu items and further drive new restaurant openings. One notable success story is their Sweet ‘N Spicy Wings, which became their most popular launch since the chicken sandwich. The strong market presence of Popeyes was emphasized by Restaurant Brands International Chair, Patrick Doyle, who confidently stated, “Game on, Chick-fil-A” during a conference in September. Popeyes President, Sami Siddiqui, echoed Doyle’s sentiments and expressed the chain’s commitment to becoming the most loved and frequented chicken chain in the United States.
Achieving New Milestones in Chicken Chain Dominance
The shift in rankings between Popeyes and KFC marks a significant milestone in the chicken chain industry. It highlights the dynamic nature of the market and the importance of adapting to changing consumer demands. As the battle for stomachs and dollars continues to intensify, it remains to be seen which chicken chain will ultimately claim the top spot.
The rise of Popeyes and the decline of KFC serve as a testament to the ever-evolving landscape of the chicken chain industry. With Chick-fil-A firmly established as the market leader, Popeyes’ ascent to the No. 2 spot signifies a new era of competition. Only time will tell how these chains adapt and innovate to capture the hearts and appetites of consumers across the nation.
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