BurgerFi announced on Tuesday that it would be rebranding to ChickenFi as it introduces new chicken sandwiches. There is no indication if this is a permanent rebrand or a temporary marketing move.
The Fort Lauderdale, Fla.-based fast-casual restaurant brand debuted a fried-chicken sandwich and a grilled-chicken sandwich on its permanent menu on May 21.
“Chicken presents a significant opportunity for business growth,” said Carl Bachmann, CEO, in a release. “We’ve expanded our chicken offerings by 50%, broadening our menu selection and improving our existing products. We recognize that not everyone eats beef daily, so we came to the table with a top-tier chicken experience. … This is only the beginning.”
The chain’s chicken breast is prepared sous-vide. The new sandwiches come grilled or hand-breaded and fried, topped with fresh lettuce, tomato, pickles, and honey mustard.
“We’re entering the world of chicken sandwiches the only way we know how by bringing bold and edgy flavor to the table,” said Cindy Syracuse, CMO, in a statement. “These new sandwiches are the best chicken sandwich in the category. Let our guests judge for themselves.”
The new sandwiches join the brand’s Jumbo Chicken Wings, Chicken Tenders, and Grilled Chicken Bowls.
Since the debut of Popeyes’ chicken sandwich in 2019, there’s been a surge in chicken-sandwich products across the industry, many brands trying to chase Chick-fil-A’s success in the category.
Technomic data shows that chicken sandwiches are continually increasing on menus despite their seeming ubiquity. In 2023, chicken sandwiches grew on menus by 0.4% and the five-year growth is expected to be 1.1%.
In its press release, “ChickenFi” specifically called out that its chicken sandwiches would be “available every day including Sundays. Yes, that is right, Sundays!” another nod to the chicken giant Chick-fil-A, which is closed on Sundays. Shake Shack pulled a similar move with a promotion last month.
Many may find this latest marketing move reminiscent of IHOP’s famous “IHOb” rebranding, to promote its burgers in 2018. Apparently, it worked.
Darren Rebelez, who then was brand president at IHOP, at the time told NRN, “Since we’ve launched this [promotion] our burger sales are about four times what they used to be. What it’s really done is it's given more people more reasons to come to IHOP more often.”
