Where were you during The Great Chicken Sandwich Wars of 2019? If you’re still a bit shaken and apprehensive about logging on to Twitter, I don’t blame you—it got pretty rough out there. If you have no idea what I’m talking about, that’s okay, too; this intrepid blogger is here to fill you in on all of the details.

Last week, Popeye’s unveiled its brand new chicken sandwich, and then immediately pivoted to the new method of marketing online: dragging other competing brands on social media. The Louisiana Fast fried chicken purveyor set its sights directly on another beloved company, Chick-fil-A. Thus the first shots were fired in the battle for chicken sandwich supremacy.

… y’all good? https://t.co/lPaTFXfnyP

— Popeyes (@Popeyes) August 19, 2019

Not content simply staying out of the fray, infamous online instigator Wendy’s joined the vanguard, throwing a rainforest’s worth of shade at both Popeyes and Chick-fil-A for “arguing over who has the second best chicken sandwich.”

Y’all out here fighting about which of these fools has the second best chicken sandwich. pic.twitter.com/4v9RJFgy0T

— Wendy’s (@Wendys) August 19, 2019

Yikes.  

Other food companies began chiming in as well, using the amplified springboard of the chicken sandwich war underway on line. Shake Shack and Zaxby’s deployed less direct attacks, but they tossed their respective chicken sandwiches into the mix for consideration for top tier. It turned into a weird, wild week on fast food Twitter.

So the result from The Great Chicken Sandwich War of 2019? Jam-packed Popeye’s locations, drive-thru’s packed to the gills with eager patrons, and most disturbingly, restaurants completely sold out of the new sandwich. The victor has yet to be determined, but it’s clear that the war has worked.

Unique marketing these days involves embracing an edgy brand voice on the internet, and Popeye’s executed it perfectly with their chicken sandwich rollout. When you drive an engaging conversation you enhance your reach, create brand loyalty, and in the case of Popeye’s, sell a ton of chicken sandwiches. Added bonus: it’s entirely free advertising.

So the war for the top chicken sandwich rages on, but Popeye’s has already won the advertising and marketing angle. Be careful out there should you decide to brave the elements and venture out for one.