# Burger Chain Rebranding Stunts BurgerFi is Rebranding as ChickenFi to Promote Its New Offerings By Katherine Pendrill | Published 2024-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chickenfi References: [nrn](https://www.nrn.com/fast-casual/burgerfi-becomes-chickenfi-draw-attention-debut-its-chicken-sandwich) & [prnewswire](https://www.prnewswire.com/news-releases/burgerfi-relaunches-the-chicken-wars-302150790.html)  [BurgerFi](https://www.trendhunter.com/trends/fried-and-grilled-chicken-sandwiches) is officially relaunching 'The Chicken Wars' by rebranding as ChickenFi for the launch of its new chicken sandwich menu. Chicken sandwich lovers may remember when [Popeyes](https://www.trendhunter.com/trends/wingstop-chicken-sandwich) launched a sandwich arms race among QSRs after debuting its extremely popular chicken sandwich back in 2019. Now, BurgerFi is declaring that war far from over by throwing its own hat in the ring as ChickenFi and launching its new Fried and Grilled Chicken Sandwiches. As Carl Bachmann, Chief Chicken Officer of BurgerFi explains, "Chicken presents a significant opportunity for business growth.... We recognize that not everyone eats beef daily, so we came to the table with a top-tier chicken experience." While there's no indication whether the rebrand to ChickenFi is a permanent one, it's very clear that BurgerFi is betting big on chicken in the years ahead. Image Credit: BurgerFi ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 31% | Activity: 47% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **QSR Rebranding:** Quick Service Restaurants rebranding their identity to spotlight new product lines demonstrates a shift toward dynamic brand strategies. - **Chicken Sandwich Wars:** The relentless competition among food chains to offer the best chicken sandwich highlights the ever-increasing emphasis on single-product excellence in QSRs. - **Alternative Protein Focus:** Brands expanding their menus to include a broader variety of protein options indicate a strategic move to capture diverse consumer preferences. ### Who This Affects Most - **Fast Food:** The fast food industry is witnessing innovative branding tactics as chains emphasize specific menu items to differentiate from competitors. - **Food and Beverage:** The food and beverage sector is exploring creative ways to introduce new offerings, reflecting a trend towards more specialized and competitive product lines. - **Marketing and Advertising:** Marketing and advertising sectors are innovating by adopting unconventional rebranding strategies to create buzz and drive consumer interest towards new products. ## Related on Trend Hunter - [Sous-Vide Chicken Sandwiches](https://www.trendhunter.com/trends/fried-and-grilled-chicken-sandwiches.md) - [Limited-Edition Chicken Sandwiches](https://www.trendhunter.com/trends/burgerfi-buffalo-chicken-sandwich.md) - [Spicy Hoagie-Style Sandwiches](https://www.trendhunter.com/trends/fiery-original-chicken-sandwich.md) - [Specialty Sauce-Focused Campaigns](https://www.trendhunter.com/trends/big-dip-energy.md) - [Friendly Rival Burgers](https://www.trendhunter.com/trends/bff-burger.md) - [Grilled Chicken Club Sandwiches](https://www.trendhunter.com/trends/chicken-club-sandwiches.md) - [Sauce-Driven Fried Chicken Campaigns](https://www.trendhunter.com/trends/big-chicken-big-dip-energy.md) - [Revamped Chicken Sandwich Menus](https://www.trendhunter.com/trends/chicken-sandwich-menu.md) - [Extra Crispy Chicken Sandwiches](https://www.trendhunter.com/trends/bk-royal-crispy-chicken-sandwiches.md)