Kentucky Fried Chicken (KFC) prepares to revamp the menu with a new chicken sandwich

KFC unveiled an additional crunchy chicken sandwich on Thursday as it seeks to compete with a frenzy launched by rival Popeyes in 2019.

The new $ 3.99 KFC menu item, which will be served on a brioche bun and comes with a choice of spicy mayonnaise, comes just days after other fast food competitors grabbed the headlines for their poultry additions.

It is owned by Yum Brands IncKFC told Reuters that the Crispy Colonel Sandwich “has not lived up to our legacy as a connoisseur of fried chicken.”

Popeyes – owned by Brands International Restaurant. He raised the Chicken Wars in 2019 with a $ 3.99 sandwich Which was very popular and sold in many restaurants. This prompted other chains to seek competition, including burger joints such as McDonald’s.

Golden Arches said this week that it will launch three new versions of the Chicken Crunchy sandwich in February. Shake Shack announced this week a limited edition Korean chicken sandwich that will be available in US stores until April 5.

The company said Korean fried chicken will be paired with Korean french fries.

Burger King, also owned by Brands International, may join the fight because it has been testing a crunchy breaded chicken sandwich in Arizona, according to restaurant analyst Mark Kalinowski.

The new Kentucky Fried Chicken sandwich, which was tested in Orlando earlier this year, is a crunchy double-bread filet. It comes with spicy mayonnaise or spicy mayonnaise and thick pickles on a brioche bun.

“They tested pickles with eight different types of fish and brine before we got to our pickles,” Andrea Zahominsky, chief marketing officer of Kentucky Fried Chicken in the US, said in a statement earlier this year. “For our perfect brioche, we teamed up. With six different bakeries and we’ve tested over a dozen formula revisions in order to find the right kind to incubate the biggest fillet ever the exact right way. ”

They will be made available starting Thursday in select cities on Thursday, including Chicago, Kansas City, Louisville, Portland and San Francisco. By the end of February, all 4,000 KFC locations in the US will receive a $ 3.99 sandwich, the company said.

“KFC has been a good year with the same store sales being better than the average store sales,” Kalinovsky said.

Kalinowski added that the 68-year-old chain has a lot of competition – and was knocked off its base as the dominant chicken chain for some time by Chick Fil A.