Popeyes Chicken Sandwich Mania

The idea was simple: a fried chicken chain offering a fried chicken sandwich. But the Popeyes Chicken Sandwich quickly exploded into the brand’s biggest product launch in decades.

After clever marketing, the arrival of the buttermilk-battered white meat fillet served on a brioche bun caused traffic to spike 100 percent. And the viral sensation quickly mushroomed into a social media battle of fans comparing the Popeyes item to the iconic sandwich at rival Chick-fil-A. The sandwich sold out coast to coast within two weeks of hitting stores.

Bruno Cardinali, who leads Popeyes’ marketing for North America, says the sensation began with the quality of the food. But it quickly grew to something more, as customers organically posted photos and videos of trying it out or waiting in line to get a taste.

“The hype around the product left a lasting impression and became a part of pop culture,” Cardinali says. “Any brand can launch a new product, but it takes something special to spur the crazy demand and hype that our Chicken Sandwich generated.”

Why it matters: The craze showcased consumers’ enthusiasm for something as simple as fried chicken. But it also highlighted the power of social media to infiltrate the zeitgeist.