Mary Meisenzahl/Insider
- Wendy’s and Burger King released similar Italian-style chicken sandwiches at the same time.
- Both brands are taking advantage of decreased chicken prices and working with popular flavors, an analyst told Insider.
- The Wendy’s sandwich sounded good but had poor execution, but Burger King’s was delicious.
After two years of high poultry prices, chicken is once again affordable — prompting the fast-food chicken sandwich wars to rev back up.
Burger King France
AP
Source: Insider
Along with a whole slate of new chicken items across fast food companies, Burger King and Wendy’s are both selling Italian-inspired chicken sandwiches.
Wendy’s entrance.
Mary Meisenzahl/Insider
It’s not very surprising that the competing burger chains would roll out such similar items right now, CEO and president of Kalinowski Equity Associates Mark Kalinowski told Insider.
Burger King rebrand.
Burger King
Kalinowski said Italian flavors are “widely popular” with broad appeal, and the two biggest casual dining chains, Applebee’s and Olive Garden, both serve plenty of Italian food.
Patrons enter an Olive Garden Restaurant.
Steve Helber/AP Photo
Chains usually have a good idea of what items their competitors are testing, so that may have spurred one of them to speed up the rollout to put the items head to head, according to Kalinowski.
Wendy’s sign.
Dan Tian/Xinhua/Getty Images
I tried both to see how they compare.
Mary Meisenzahl/Insider
First, I went to Burger King for the Italian Royal Crispy Chicken Sandwich.
Mary Meisenzahl/Insider
The sandwich comes on a shiny potato bun.
Mary Meisenzahl/Insider
It includes a chicken breast, marinara sauce, and a few slices of mozzarella.
Mary Meisenzahl/Insider
Burger King does chicken sandwiches really well, and this was no exception.
Mary Meisenzahl/Insider
The chicken was juicy, with crispy breading, and the amount of cheese felt generous.
Mary Meisenzahl/Insider
There was just enough marinara sauce to get the taste in every bite without becoming messy or making the sandwich soggy.
Mary Meisenzahl/Insider
It’s simple, with just three ingredients between the buns, but it works really well.
Mary Meisenzahl/Insider
I’d eat it again for sure.
Mary Meisenzahl/Insider
I paid $10.09 for a meal with fries and a drink, but the sandwich sells by itself for $5.89 in Rochester, New York.
Mary Meisenzahl/Insider
Next I tried the Italian Mozzarella Chicken Sandwich from Wendy’s.
Mary Meisenzahl/Insider
It’s similar to the Burger King sandwich, with a breaded chicken breast, marinara sauce, asiago cheese, and what Wendy’s calls “Ooey-gooey fried mozzarella cheese.”
Mary Meisenzahl/Insider
That’s all served on a garlic knot bun.
Mary Meisenzahl/Insider
I was really excited to try this sandwich when Wendy’s announced it.
Mary Meisenzahl/Insider
The fried mozzarella is essentially like adding a mozzarella stick to a chicken sandwich, which sounded like a great combination to me.
Mary Meisenzahl/Insider
Unfortunately, it was a major disappointment.
Mary Meisenzahl/Insider
It sounds like a good idea, but the sandwich was just too dry and had far too much bread compared to anything else.
Mary Meisenzahl/Insider
Between the bun, the breaded chicken, and the breading on the mozzarella, it was too much.
Mary Meisenzahl/Insider
Maybe more sauce and cheese would have helped.
Mary Meisenzahl/Insider
Wendy’s take on the sandwich was considerably more expensive, at $7.99, and I wouldn’t order it again.
Mary Meisenzahl/Insider
As fast food chains continue to invest in chicken sandwich deals and prices stay low, it’s possible there will be more experimentation with chicken dishes on menus in 2023.
Wendy’s chicken sandwich
Chicago Tribune / Contributor
Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.
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