Zaxby’s Operating Co. L.P. is rolling out its new chicken sandwich to all 909 locations, accompanied by a loyalty program giveaway and branded social-media stickers, the company said Tuesday.
The Athens, Ga.-based quick-service chain began testing its new chicken sandwich last October in the Tennessee markets of Nashville, Knoxville and Tri-Cities (Kingsport, Johnson City and Bristol), and the Kentucky markets of Louisville and Lexington and this week’s rollout is to all 17 states.
The company Tuesday said the new Signature Sandwich outsold the existing breaded fillets sixfold.
“When it comes to portion size, flavor and quality ingredients, Zaxby's is in it to win it,” said Joel Bulger, the company’s chief marketing officer, in a statement. “While we may not be the largest brand competing in the sandwich war, I'm confident we have the right ingredients to win on taste and make chicken sandwich enthusiasts switch to Zaxby's.”
After Popeyes Louisiana Kitchen’s entry into the chicken sandwich fray in 2019, a number of brands have introduced new poultry sandwiches, including most recently McDonald’s Corp. with three versions of its new crispy chicken sandwich.
Zaxby’s Signature Sandwich features breaded and fried chicken breast on a buttery toasted split-top bun with three thick-sliced pickle chips and choice of Zax Sauce or new Spicy Zax Sauce, starting at $4.99. A spokesperson said the meal price is $6.99 for the sandwich, crinkle fries and a 22-ounce beverage. The company said 60% of customers choose the Zax Sauce.
Zaxby’s is promoting the new sandwich with a giveaway through its smartphone Zax Fan Club loyalty app. Existing Fanz Club members can use the Zax Rewards program to order ahead and then scan at the store.
Zaxby’s accompanied the national rollout with a “basic training” TikTok video showing employees gearing up for the big day. Zaxby’s also created a series of Giphy stickers so Signature Sandwich supporters could share their experiences via Instagram Stories.
Zaxby’s, founded in 1990 by childhood friends Zach McLeroy and Tony Townley, in November sold a “significant stake” in Zaxby’s Operating Co. L.P. to Goldman Sachs Merchant Banking Division
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