On August 19, Popeyes tweeted the first shot in the 2019 Chicken Wars, an ongoing battle waged against Chick-fil-A in the name of preeminent poultry.

The Wars have since eviscerated lesser chains, exhausted social media managers, and depleted Popeyes’ entire supply of sandwiches.

But now that they’re restocked and the initial emotions have cleared, it felt like the perfect time for your favorite ad agency to weigh in. So, we assembled a panel of chicken-eating experts—with more than 80 combined years of experience between them—to take the challenge.

To preserve the integrity of the contest, we tried both sandwiches on the same day and in optimal eating conditions. (And yes, we felt awful afterward.)

The Analysis:

Chick-fil-A

Joe (Account Supervisor): The bun was an amazing vehicle for the sandwich, and the filet was infused with a delightful brine.

Jane (Social Media Strategist): The chicken was delicious—but needed a minimum of 1 – 2 more pickles. I will say devouring this sandwich made me feel Some Type Of Way.

Annie (Copywriter): In Chick-fil-A parlance, eating this sandwich was my pleasure, but the chicken needed more time in the 100% refined peanut oil.  

Popeyes

Joe: The bun:chicken ratio was off—the bread felt oversized in some areas. However, I would not, not eat this sandwich.

Jane: The chicken’s crispiness and flavor were outstanding. All in all, probably one of the best chicken sandwiches I’ve ever had.

Annie: Heaven-sent by way of Louisiana.

The Results:

Chick-fil-A: 1

Popeyes: 2

Though our decision was split, we’re sure Popeyes and Chick-fil-A will both find a way to carry on—consoled by jumps in followers, millions in earned media, and big, juicy sales. All of which showcase the tremendous impact of social media (and on-brand trolling) done right.

And our panelists also agree that a lunch expensed in the name of market research is a total win.

Have a deep-fried weekend, everybody!

—Your hungry-for-the-truth friends at Brokaw

On August 19, Popeyes tweeted the first shot in the 2019 Chicken Wars, an ongoing battle waged against Chick-fil-A in the name of poultry.

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