Burger King is taking on its rivals with a new chicken sandwich that is set to debut later this year.

The fast-food chain made the announcement just as McDonald’s is set to launch its new Crispy Chicken Sandwich on Feb. 24, saying the chicken sandwich will be “worth the wait.”

According to Burger King, the new hand-breaded chicken sandwich was in the works since 2019 and was being tested since September.

The sandwich will be offered in an original or spicy option, featuring thick-cut white meat chicken breast that Burger King said is “freshly breaded by hand.” The chicken breast will be served on a toasted potato bun with deli pickles and a savory signature sauce.

Additional ingredients can be added to the chicken sandwich, such as iceberg lettuce and tomatoes, Burger King said.

“What if hand-breading were to chicken what flame-grilling is to burgers? That’s been our guiding filter to bring a delicious chicken sandwich to guests in a way only BK can,” Ellie Doty, chief marketing officer at Burger King North America, said in a statement. “We’ll take the time to get it right and our guests will definitely taste the difference.”

Burger King joins a hotly contested race to perfect the chicken sandwich among fast-food restaurants. Popeyes and Chick-fil-A started the battle in 2019 when they went head-to-head with their chicken sandwich creations, creating serious demand for the menu items among customers.

In 2021, the chicken sandwich wars have erupted once again, with McDonald’s introducing its Crispy Chicken Sandwich also in a Spicy and Deluxe version. KFC also launched a new Chicken sandwich this year, which it claimed was its “best ever,” and Wendy’s unveiled the Jalapeno Popper Chicken Sandwich on Wednesday.

Also, in 2021, Burger King unveiled a new branding strategy that took it back to its roots with a retro appearance that many said was reminiscent of its pre-1990s logo. This was the first marketing overhaul for the company in 20 years.

burger king
A Burger King logo. Burger King
RELATED STORIES