Popeyes, the American fried chicken quick-serve restaurant, recently debuted its chicken sandwich that was such a hit, it officially sold out nationwide two weeks after its launch -- to ensure consumers can still enjoy the much-anticipated sandwich, the chain launched the 'BYOB: Bring Your Own Bun' campaign. Consumers can now bring their own buns to the restaurant and order the iconic three-piece tenders to create their own chicken sandwich on-site or at home.
The new Bring Your Own Bun campaign is a great solution to the chicken sandwich shortage and will allow the restaurant to maintain the "hype" around the new product. The marketing campaign will likely see high social media engagement as fans debate which bun is most akin to the original chicken sandwich bun.
Quirky QSR Sandwich Campaigns
Popeyes Launched the BYOB: Bring Your Own Bun Campaign
Trend Themes
1. Customizable Fast Food - Popeyes' BYOB campaign is an example of how quick-serve restaurants can offer customers the ability to create their own menu options, leading to increased customer satisfaction and engagement.
2. Limited Quantity Product Launches - Popeyes' chicken sandwich selling out within two weeks demonstrates the power of creating scarcity around a new product to generate buzz and demand.
3. Social Media Frenzy Marketing - The BYOB campaign's potential for high social media engagement exemplifies the importance of incorporating social media marketing into overall advertising strategies.
Industry Implications
1. Fast Food - Quick-serve restaurants can use the customizable fast food trend to differentiate themselves from competitors and attract a broader customer base.
2. Food and Beverage Manufacturing - Launching a limited quantity product can lead to increased demand and attention for food and beverage manufacturers, ultimately leading to increased sales.
3. Marketing and Advertising - The immense social media attention generated by Popeyes' chicken sandwich and BYOB campaign highlights the potential of social media marketing and advertising to drive brand awareness, engagement, and sales.