Burger King Enters the Chicken Sandwich War With the Ch'King Burger King is set to release its new crispy sandwich, called the Ch'King, on June 3.

By Emily Rella

All is fair in love and chicken wars as another fast-food giant has entered the competition in creating the best chicken sandwich.

Burger King is set to release its new crispy sandwich, called the Ch'King, on June 3.

The sandwich has been slowly phased out in select stores across the country with the original announcement of the item being made earlier this year in February.

It consists of a hand-breaded chicken filet topped with pickles and Burger King's famous sauce on a potato bun.

Related: Internet Has Meltdown After Taco Bell Removes Fan-Favorite Menu Item: 'My Life is Over'

"We said we would create a delicious hand-breaded chicken sandwich that was worth the wait, we just didn't anticipate that it would turn out quite this good," Chief Marketing Officer of Burger King North America Ellie Doty said.

In order to amp up sales and awareness of the new item, Burger King will be running a promotion from June 3 to 20 where customers who purchase the Ch'King online or through the BK app will receive a free Whopper.

The battle of the fast-food chicken sandwiches started in August 2019 when Popeye's released its fried chicken sandwich that instantly began selling out at stores across the country. The sandwich — which also included breaded chicken, pickles, sauce and a brioche bun — caught the attention of Chick-fil-A who cheekily tweeted what seemed to be a jab at Popeye's for creating nearly the same sandwich.

Since then, fast food chains like Wendy's, Arby's, McDonald's and even Taco Bell have taken a stab at creating their own twist on the classic sandwich.

Related: Its Time to Reserve Some Restaurant Brands International Shares

Burger King's release comes at a risky time where the restaurant industry as a whole is facing widespread poultry shortages due to supply and demand issues, many presumably brought about by the pandemic.

The company believes that its phased rollout method and expectation of high demand will prevent early sell-outs and an inability to keep up with demand, however.

"We're not immune to macro forces, they hit us just like they hit everybody else, but we have put in place a very robust supply chain support system, we have a diversified set of suppliers," Doty assured.

And industry experts are confident that the chicken craze isn't going anywhere.

"No matter which chicken sandwich wins the chicken sandwich war or which sandwich is competing with the burger, operators who put chicken sandwiches or burgers or both on their menus are headed in the right direction," said NPD Food Industry Advisor David Portalatin.

Related: Ex-Burger King Employee Awarded $2M by Orlando Jury in Trachea Tube Lawsuit

Emily Rella

Entrepreneur Staff

Senior News Writer

Emily Rella is a Senior News Writer at Entrepreneur.com. Previously, she was an editor at Verizon Media. Her coverage spans features, business, lifestyle, tech, entertainment, and lifestyle. She is a 2015 graduate of Boston College and a Ridgefield, CT native. Find her on Twitter at @EmilyKRella.

Editor's Pick

Related Topics

Business News

Photos Leak of McDonald's New Space Age Spinoff Restaurant 'CosMc's'

The mega fast food chain is experimenting with a galactic-themed restaurant, drawing inspiration from an alien character featured in its 1980s commercials.

Side Hustle

This Millennial Dad Just Wanted to Help His Daughter Care for Her Bearded Dragon. Then His Cricket-Breeding Side Hustle Exploded — Earning $27,000 in One Month.

It wasn't Jeff Neal's first attempt at a side gig, and before long, the "prototypical millennial side-hustler" realized his product had major potential.


If You Want People to Follow You, Stop Being a Boss — 8 Steps to Truly Effective Leadership

Understand the key differences and embark on the journey from boss to leader with these eight vital steps. This article unveils how to inspire and lead teams with passion and purpose.


4 Out of 5 Entrepreneurs Step Down as CEO — Here Are 3 Things You Need to Do So You're Not One of Them.

Navigating the journey from entrepreneur to CEO is a profound transformation, one that often separates visionary founders from effective business leaders.

Health & Wellness

Embrace the Art of Saying No: 4 Tips for Setting Healthy Boundaries

Enforcing your own boundaries can be hard, but it's so important to master this skill. If you practice these four steps, you'll find it doesn't have to be so difficult.