Fast food, at least at the big hamburger and chicken chains, has become a battle of copycats. If a brand takes a hit with a unique take on a burger or chicken sandwich, you can expect every player in the room to release a variation on that product.
That’s why when Brands International’s Restaurant (QSR) Popeyes turned its chicken sandwich into a viral craze, pretty much every rival had to market something similar. It’s a lazy strategy, but it works to an extent. Fast food delivers the familiar — it’s a model built around comfort food — and what could be more familiar than a twist on something that’s been successful elsewhere?