Popeyes Is Launching a $5 Value Meal — Following the Release of Its 'Wings Tailgate Bundle'

Enticing customers with a value-driven menu is the new normal.

Food & Wine / Popeyes Louisiana Kitchen, Inc.

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Just as Popeyes kicked off the Chicken Sandwich Wars in 2019, it’s now delving into the so-called Value Wars. As every fast food chain introduces enticing new promotions centered on affordable prices and lots of bang for the customer’s buck, Popeyes has entered the game with a deal pegged to National Chicken Month: three pieces of signature bone-in chicken for $5.

That price point, in particular, is top of mind for fast food consumers, with McDonald’s recently extending its $5 meal deal due to popular demand. At Popeyes, guests can take advantage of the deal by ordering via the website, on the app, or in person at the restaurant.

“This new promotion celebrates what Popeyes does best — fried chicken,” reads a statement from Popeyes in part. “Each piece is expertly marinated in Popeyes’ signature blend of savory Louisiana herbs and seasonings, then battered in a crunchy southern coating and fried to golden brown perfection.”

Related: Make Your NFL Dreams Come True With Popeyes New $25 ‘Wings Tailgate Bundle’ for 2

In recent years, Popeyes has understandably leaned into its chicken sandwich offerings more than anything; after all, the sandwich is the single item that transformed Popeyes from a well-performing chain into a stratospherically viral one. However, bone-in chicken has been the brand’s core identity since its founding in 1972, and this deal puts that menu item front and center. It might not be as flashy as a brioche bun, but it’s equally satisfying as a meal.

Popeyes Louisiana Kitchen, Inc.

Popeyes' latest value offering was announced shortly after its first August promotion: the Wings Tailgate Bundle.' title='Popeye's fried chicken.'>

The so-called Value Wars have changed the calculus for the entire fast food advertising machine this summer. Usually, in the summer months, you’d see a parade of limited-time offerings (aka LTOs), sandwiches piled high with toppings, sauces, and other over-the-top accoutrements. And while Taco Bell did unveil the stunty Big Cheez-It lineup this summer to lots of buzz, across the industry, there simply hasn’t been as much promotional heft behind flash-in-the-pan burgers or other attention-seeking menu additions this season. Instead, the focus has shifted back to the basics: classic menu items, presented at a tolerable price.

Not only that, but Popeyes is inherently valuable to the industry simply because it’s a chicken-centric restaurant. Despite the fact that seafood, sides, and desserts are all on offer, Popeyes is known overwhelmingly as a chicken establishment — and nothing is selling quite like chicken right now. Even McDonald’s is noticing the change, as they see a rise in chicken sandwich sales significant enough to eventually eclipse burger sales.

Related: How to Make Super-Crispy Fried Chicken Sandwiches

“Some of it may be driven by climate… some of it will be driven by health decisions,” McDonald’s USA president Joe Erlinger said at the WSJ Global Food Forum in June. “Ultimately, it’s going to be the consumer’s choice, but they seem to be leaning more towards chicken.”

“I think some of it’s driven by affordability,” he said. “We know that chicken is less expensive to produce, and so for a consumer that’s looking for more affordable food, chicken is a great option right now.”

Bone-in chicken is simple, with few bells and whistles; this will become even more of an asset as the cost of individual ingredients goes up. The family-style bucket has always been a value option in the fast food landscape, and multi-piece chicken meals are something Popeyes is uniquely situated to provide when times are tight.

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