Eats Beat

Popeyes is bringing back the chicken sandwich—and also takes a swipe at Chick-fil-A

The much-loved Popeyes Louisiana Kitchen fried chicken sandwich returns Sunday, and the company’s announcement was a hard kick to the gizzard for competitor Chick-fil-A.

After a limited-time summer special turned into a $65 million marketing bonanza, Popeyes will return both the spicy and mild sandwiches — and on Sunday, when Chick-fil-A is not even open.

Popeyes’ advertising has taken direct aim at Chick-fil-A, now the third largest restaurant company in America behind McDonald’s and Starbucks Coffee.

In a 6:30 a.m. announcement Monday on Twitter, the company posted that the sandwich would return Sunday. A video included a highway sign with the words “Chick-fil-A Closed Sunday” alongside “Popeyes Open Sunday.”

The mild, buttermilk-breaded Popeyes sandwich is the company’s direct attempt to match Chick-fil-A, with a buttery brioche bun, creamy mayo and the all-important pickle.

The Cajun spicy version is Popeyes’ own creation, based on the company’s 47-year history if serving spicy cayenne chicken. It’s served with a spicy mayo.

Popeyes is open for lunch and dinner daily beginning at 10:30 a.m. It has more than 10 Tarrant County locations;

Related stories from Fort Worth Star Telegram

Columnist Bud Kennedy is a Fort Worth guy who covered high school football at 16 and has moved on to two Super Bowls, seven political conventions and 16 Texas Legislature sessions. First on the scene of a 1988 DFW Airport crash, he interviewed passengers running from the burning plane. He made his first appearance in the paper before he was born: He was sold for $600 in the adoption classifieds.