Big Boy is ushing in a new mascot with the debut of its new Dolly Chicken Sandwich.
Big Boy's iconic mascot has always been a plump and pompadoured boy wearing red overalls. Now the chain has replaced 'Big Boy' himself with blonde-ponytailed girl named Dolly. According to the burger chain, Dolly is the brains behind the new Dolly Chicken Sandwich and it’s “a cluckin’ big deal.”
As far as the sandwich itself, the new Dolly Chicken Sandwich is a tasty fried chicken offering fit for the ongoing sandwich wars. The sandwich starts with a grilled brioche bun topped with a deep-fried breaded chicken breast tossed in buffalo sauce and garnished with ranch dressing, red onion, tomato, and lettuce.
Image Credit: Big Boy
Key Themes Behind This Trend
- Mascot-inspired Food Products
- There is an opportunity to create mascot-inspired food products that appeal to consumers' nostalgia and create buzz.
- Gender-neutral Mascots
- Replacing traditional mascots with gender-neutral alternatives presents a chance for brands to cater to a more inclusive audience.
- Continued Sandwich Wars
- The ongoing competition among fast-food chains for the best sandwich presents an opportunity for innovative and unique offerings.
Where This Applies
- Fast Food
- Fast food chains can capitalize on the trend of mascot-inspired food products by creating menu items inspired by their own mascots.
- Food and Beverage Marketing
- Brands specializing in food and beverage marketing can assist in creating successful campaigns centered around the introduction of new mascot-inspired food products.
- Restaurant Operations
- Restaurants can optimize their operations to effectively launch and promote new sandwich offerings in the competitive sandwich wars market.
