(CNN) – Shake Shack will kick off in 2021 by introducing new competitors in the already bustling fast food industry. Chicken Sandwich War.
The burger chain announced the launch of Korean-style Fried Chicken Sandwich and Korean-style Gochujang Chick’n Bites on Tuesday. Both items use Gochujang, a fermented red chili paste common in Korean cuisine.
This new sandwich combines crispy chicken breast with a spicy sweet Gochujang glaze, roasted sesame seeds, and white coleslaw kimchi for $ 7.19. The company’s new Chick’n Bites is made with white chicken and served with Gochujang mayo sauce. They come in six-piece and 10-piece orders priced at $ 5.19 and $ 7.19, respectively. Shake Shack said the Korean fried chicken offering would be available nationwide until April 5, 2021.
Shake Shack’s new entry in the fast food industry Chicken Sandwich War signals of battle heating up again in early 2021 after reaching a peak in late 2019 when Popeyes launched his popular spicy chicken sandwich. That sparked a space race between Chick-Fil-A, KFC, Wendy, McDonald’s and Taco Bell. On Monday, McDonald’s introduced three new chicken sandwiches it plans to add to its menu in February.
Americans have been eating more chicken and less beef in recent years, a trend the fast food industry has experienced recently, according to Peter Saleh, managing director and analyst covering restaurant and food distribution at BTIG, an intermediary investment bank. traders.
“This has been an ongoing battle,” Saleh told CNN Business. “The chicken poultry segment is a little more popular these days with consumers. Everyone’s trying to take advantage of it.”
Saleh said consumers will see a spike in promotion of chicken sandwiches from major chains as early as 2021, noting that many fast food companies are pulling back on advertising during the spring of 2020 when the Covid-19 pandemic peaks for the first time.
“A lot of them have advertising war crates that they use at the end of 2020,” he said. “They will use it in the first half of 2021 for new items, including the chicken sandwich they plan to launch.”
As well as the two new chicken dishes, Shake Shack customers can also order crinkle-cut fries served with Gochujang mayo sauce and the company’s new Black Sugar Vanilla Shake, a hand-spun frozen treat that Shake Shack says is popular in Korea. , Taiwan and other Asian markets. This shake consists of a mixture of caramelized roasted black sugar and frozen vanilla pudding with whipped cream and dark sugar syrup for $ 5.69.
The company’s culinary director Mark Rosati said that the creations were inspired by Korean fried chicken restaurant scene in Seoul, which he and his team first experienced was in 2015, a year before Shake Shack opened its first location there.
“We tried different kinds of shops over the years, immersed ourselves in all the different styles and discovered what makes Seoul such a delicious and iconic city,” Rosati told CNN Business by email. “We really like the diverse flavor profiles that Korean fried chicken has to offer.”
Korean fried chicken is the newest choice of poultry to be added to the Shake Shack menu. In September, the company added files Chick’n hot sandwich to the lineup for the third time, three years after its original opening.
“We have seen great success for our chicken dishes,” said Rosati.
The Hot Chick’n reintroduction sparked a late 2020 surge in Shake Shack sales, according to a December report from investment bank Cowen.