Zaxby’s Is Reigniting the Chicken Sandwich War

The southern franchise is bringing back the beef to promote its new menu item

Zaxby's billboard
Zaxby's is an underdog in the chicken sandwich fight. Zaxby's

Last summer, Popeyes made waves by adding a highly-anticipated chicken sandwich to its menu, which the franchise described as its biggest product launch in 30 years. After the launch, things got ugly when Chick-fil-A, Shake Shack and Wendy’s began to plead their cases on why their own chicken sandwich will always dominate the market. 

Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.