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The chicken sandwich wars have inspired Popeye’s to invest in digital marketing.

Dec 02 2019

The chicken sandwich wars have inspired Popeye’s to invest in digital marketing. Popeye’s held back on a TV campaign for their sandwich, in favor of letting a “well timed” tweet grow interest organically. It worked, and sales increased 10.2%, making it their most successful product launch in years—without a single TV ad. Now they’ll be increasing digital spending up to 30% in the next few years. Meanwhile, McDonald’s is now testing its own Southern-style Crispy Chicken Sandwich. (WSJ, CNBC)