The Blubber

Popeyes have overtaken KFC as the number 2 chicken chain in the US, per CNBC.

Popeyes has now surpassed KFC to become the second-largest chicken chain in the U.S., marking a significant shift a decade after Chick-fil-A initially dethroned KFC from the top position.

The competition among chicken chains for both consumer preference and spending has intensified in recent years. Chick-fil-A, evolving from a regional entity to a nationwide giant, currently ranks just below McDonald’s and Starbucks in terms of annual sales. Popeyes, under Restaurant Brands International, entered the fray with its highly successful chicken sandwich in 2019, sparking the infamous chicken sandwich wars. Other major fast-food players like McDonald's and Wendy's joined the trend, leading to shortages in the poultry supply.

During this intense competition, Yum Brands' KFC witnessed a decline in its market share. In the last year, its U.S. market share dropped from 16.1% to 11.3%, as per Barclays research.

Although Popeyes also experienced a reduction in market share over the past year, it maintained enough ground to surpass its rival. According to Barclays, Popeyes saw its U.S. market share decrease from 15% to 11.9%.

Chick-fil-A's dominance expanded during this period, capturing a market share of 45.5% compared to 38.3% in the past. Despite being closed on Sundays, Chick-fil-A's success is attributed to its exceptional customer service, a concise menu, and efficient drive-thru operations.

KFC, on the other hand, struggled to keep pace with the competition. It took more than a year for KFC to respond to Popeyes' chicken sandwich, and the departure of longtime U.S. leader Kevin Hochman to Brinker International last year further impacted its domestic business.

Popeyes leveraged the popularity of its chicken sandwich not only to introduce customers to other menu items but also to drive the opening of new restaurants. Recently, the chain's Sweet 'N Spicy Wings became its most successful launch since the introduction of the chicken sandwich.