Are you a fan of chicken and waffles?
Popeyes is rolling out a new take on the classic chicken and waffles with its Chicken Waffle Tenders, The Adverting age reported. The limited-time offer consists of boneless chicken strips dipped in waffle batter and then deep fired. It's served along with a honey-made dipping sauce. The inspiration comes from the dietary habits of Jazz musicians in Los Angeles during the 1940's and 50's.
The players would finish so late that if they wanted a meal, the cooks would have fried chicken available while prepping waffle batter, the pairing became an instant hit.
"Chicken and waffles is an incredibly trendy, popular and kind unexpected [product] right now," said Dick Lynch, chief global brand officer at Popeyes.
Lych said he's not trying to stray far from the original tradition of chicken and waffles.
"Jazz is so embedded in the culture of New Orleans that we didn't have to look too hard to find a correction," he said. "We're looking to real culinary trends, no matter where they came from. The older the better, frankly."
The new addition gives the fast food franchise something no other large chain is offering.
"It just adds variety to Popeyes menu, and its unique, which gives them a story to tell above and beyond what everyone else does," said restaurant marketing consultant Joel Cohen, according to Advertising Age. "When you have an opportunity to be the only one, it makes your message rise above the clutter."
The chain's U.S. sales increased 14.4 percent in 2012 to just over $2 million, according to Technomic. It's the third-largest chicken chain in the United States with 10.9 percent market share.
The new menu item officially launched July 29.
