BurgerFi announced 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.
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.
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%.
