"We start 30 minutes earlier."
A quiet rivalry is brewing in South Korea's burger industry over buy-one-get-one chicken promotions.
KFC launched an "Early Chicken Night" promotion at 15 stores in Seoul, Busan and Gyeonggi Province on Tuesday, industry sources said Friday. The chain has run its "Chicken Night" event since 2018, offering a buy-one-get-one deal on chicken menu items from 9 p.m. to 10 p.m. The new promotion moves that window up by an hour, starting at 8 p.m.
Industry observers see the move as a direct response to Popeyes, which has offered its own evening buy-one-get-one deal — dubbed "Chi-Bam Chi-Bam Chicken 1+1" — on select chicken items after 8 p.m. at all its locations since June 15. Seven of the 15 KFC stores running the Early Chicken Night promotion sit within about 300 meters of a Popeyes outlet.
The rivalry extends beyond evening hours. KFC's flagship "Chicken All Day" event offers a buy-one-get-one deal on chicken all day on the 11th of every month. Popeyes countered by launching its own Wednesday buy-one-get-one promotion starting July 1. With just 26 locations — roughly one-tenth of KFC's store count — Popeyes is punching above its weight by going head-to-head on chicken, the core product of both chains.
Behind the tit-for-tat promotions lies a shared challenge across the burger industry: how to drive sales beyond the lunch rush. Chains are reworking their menus and marketing strategies to spread revenue more evenly throughout the day.
Mom's Touch has expanded its chicken and pizza offerings to capture dinner demand. No Brand Burger has broadened its beverage and dessert lineup, adding coffee and smoothies. Burger King, meanwhile, is doubling down on morning business with a push to market itself as a breakfast destination.
"The burger industry has benefited from consumers seeking value amid high inflation, but cost pressures remain significant," an industry official said. "As ingredient costs, labor and rent continue to rise, we will keep seeing strategies aimed at squeezing as much revenue as possible out of off-peak hours."
spa@heraldcorp.com
