(CNN) – Burger King’s new chicken sandwich has arrived, and it’s entering a market that’s more crowded than ever.
The burger chain first announced its new chicken sandwich in February. Since then, it has been rolling out the sandwich – served on a potato roll with cucumber and a hearty sauce – in its US stores.
The battle for dominance in crispy chickens has intensified since Popeyes’ chicken sandwich debuted in 2019 and sold out within two weeks. Following the immediate success of the Popeyes sandwich, fast food chains have added or re-introduced their own versions of the product. McDonald’s and KFC, for example, both launched crispy chicken sandwiches this year. KFC recently said it was difficult to keep up with the demand for chicken sandwiches.
Burger King worked on its sandwich for about two years before it launched, Burger King North America’s director of marketing Ellie Doty told CNN Business. In order to better distinguish the product, Burger King also renamed the sandwich Ch’King (it used to be known as a hand-breaded crispy chicken sandwich).
Now that the sandwich is officially here, the brand plans to raise awareness and increase sales with a special offer: From June 3rd to 20th, customers who order a Ch’King via the Burger King website or app will receive it , a Whopper for free
The campaign comes at a time when chicken supplies are limited. Burger King is “not immune” to these challenges, Doty said. But the brand has secured its chicken supply during the gradual rollout, she said.
“We used the time … to block our supply chain,” she said. “We are confident that we can deliver our product launches.” The gradual rollout also gave employees time to get used to the process of making the new sandwich, Doty said.
The sandwich will cost anywhere from $ 3.99 to $ 4.99 depending on the market, Doty said.