When Popeyes launched a new chicken sandwich in the United States two weeks ago, it created a social media sensation – and set off a battle with Chick-fil-A loyalists, who began debating which chicken sandwich was truly the best.
That viral incident – which lead to a sell-out of Popeyes’ sandwiches – also caught the attention of Baltimore, Maryland-based Jimmy’s Famous Seafood owner John Minadakis. In response to the craze, Minadakis’ seafood eatery is re-launching its Crabby Chicken Sandwich on 29 August.
“Ok kids, you had your fun. Get out the way, The Chicken Sandwich War ends Thursday,” Jimmy’s tweeted on 26 August.
“We have had [the sandwich] seasonally: it’s a special of ours,” Minadakis told SeafoodSource. “It was a perfect opportunity to re-introduce it and make it a permanent fixture.”
Minadakis expects demand for the sandwich, which includes crispy chicken topped with Maryland crab, to be “crazy,” as the restaurant’s phones have been “ringing off the hook.”
On 29 August only, the Crabby Chicken Sandwich is selling for USD 5 (EUR 4.52), and all proceeds go to the charity Best Buddies. After 29 August, the sandwiches will be a permanent item on Jimmy’s menu, and will be priced at USD 10 (EUR 9.04) each.
Jimmy’s does not shy away from the spotlight. Last year, Jimmy’s launched an aggressive campaign against People for the Ethical Treatment of Animals (PETA), after the organization placed a billboard near Baltimore’s Inner Harbor with an image of a Maryland blue crab, stating: “I’m me, not meat. See the individual. Go vegan.”
Jimmy’s scathing Twitter campaign accused PETA of slaughtering kittens and puppies. The restaurant also posted a billboard featuring a photo of its steamed crab with the statement: “SteaMEd crabs. Here to stay. Get Famous.”
