Zaxby’s Ups The Ante In Chicken Sandwich Wars

After a year of ongoing Twitter-wars, Zaxby’s are launching a self styled “artillery shot” with their brand new Zaxby’s Signature Sandwich. The chicken chain writes the sandwich is three decades in the making and, “we know the competition is fierce, but we’re also confident that once you try it, there’s no going back.”

Based on research conducted by Zaxby’s – the brand reckons, size does matter after all. The new sandwich is made with fresh ingredients, including double hand-breaded 100% white breast meat , a new buttery, three thick-sliced pickle chips and a choice of Zax Sauce or Spicy Zax Sauce.

The militaristic vibe continues in the brands press release noting, “Anyone who thought the chicken sandwich wars were over, consider this your notice. They’ve only just begun. “As a challenger brand, we’re taking a big shot and we created a campaign big enough to match the size of the new Signature Sandwich. This is just the opening salvo.”

Zaxby’s list their secret weapon in the war as their new Spicy Zax sauce. It brings together jalapeño and zesty red cayenne that matches Zaxby’s Tongue Torch.

The new offering is available exclusively in Nashville, Knoxville and Tri-Cities, Tenn. as well as Louisville and Lexington, Ky. markets while supplies last. The national rollout of the new sandwich is coming soon too.

Image credit, Zaxyby’s.

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