Spicy Chicken Sandwich & waffle fries. Photo: Jade Clark
Rolling out June 7th at over 1400 locations nation-wide, is Chick-Fil-A's first new sandwich since the Char-grilled Chicken in 1989. For this event, the company launched an elaborate campaign, beginning with an invitation-only tasting. Chick-Fil-A fans signed up at GetSpicyChicken.com, then received an email invite to try the new sandwich for free.
Invitees in Grand Prairie, TX, got their chances this week. Operator,
Robin Harris, greeted patrons at her Carrier Towne Crossing store (3970 S. Carrier Pkwy), Tuesday evening, June 1, for Family Night. As chicken-eaters brought in their invitations, she directed them to the register set up for them. An employee, costumed as a fire-fighting Holstein, posed for pictures and helped children participate in a game of bingo. On Family Night, this location is always crowded, but never unruly. Despite the potential havoc, employees are cheerful, and helpful. There is rarely a wait, and staff members make their way to each of the tables, ensuring meal satisfaction, and drink cup fullness.
Beginning this Tuesday (6/7/2010), the Spicy Chicken Sandwich will be sold in both regular and deluxe versions, with the same toppings you're used to, except for one: The deluxe will have pepperjack cheese. By now you're probably asking, "But how does it taste?" John Kessler of the Atlanta Journal-Constitution gave his review of the sandwich, on his blog, a few days ago. Mr. Kessler says that what impressed him, "is not how spicy it is, but the kind of round spice it presents — one that doesn’t hit you at first but then blooms, peaks and leaves a brief sting." He also says he's been told the spicy chicken will soon make its way into the chicken wrap, and breakfast sandwich line-ups.
Spicy chicken is nothing new. Wendy's and Jack in the Box have been doing it forever. So, what's so unique about this? Why more hoopla than Taco Bell puts on for a new menu item? For
Chick-Fil-A, one special part must be that they have been testing and tweaking the recipe for 6 years. Now that they've got it just right, they're anxious to show off their creation. For the fans, who have reportedly been clamoring for this a long time, it's unique because it's Chick-Fil-A. They can get a "spicychickensandwich" anywhere. Chick-Fil-A chicken is a cut above the rest, and the customers know it; just as Californians know that In-N-Out is a cut above other fast-food burger joints.