White Castle, the iconic fast-food chain known for its small square burgers, is stepping into the competitive fried chicken arena with a new menu item aimed at rivals like KFC and Popeyes.
The move rekindles memories of the so-called “chicken sandwich wars” of 2019—a period that saw fast-food chains battling for dominance in the fried chicken sandwich market. The frenzy began when Popeyes launched a chicken sandwich that quickly went viral. Chick-fil-A, a longstanding chicken chain, responded with a tweet referring to its sandwich as “the original,” prompting Popeyes to fire back on social media in a cheeky tone that mocked Chick-fil-A’s messaging style.
The viral exchange sparked an unprecedented wave of public interest. Long lines formed at Popeyes locations nationwide, and by the end of 2019, the brand reported a 38% increase in same-store sales for the fourth quarter. The popularity of the item forced other major chains to launch their own versions, hoping to grab a slice of the chicken sandwich boom.
Although the hype eventually calmed, the “chicken sandwich wars” left a lasting impact on the fast-food industry. Any new chicken sandwich launch since has drawn comparisons to that feverish time.
Now, White Castle is stepping into the fray with its own take on the fried chicken sandwich. While full details of the new item have yet to be released, the brand’s announcement signals a bold attempt to compete with fast-food heavyweights and possibly spark new interest in the chicken sandwich category.
Whether White Castle’s entry can match the viral success of Popeyes remains to be seen, but one thing is certain: in the fast-food world, no move goes unnoticed—especially when it involves fried chicken.
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