Brooklyn no longer has an exclusive on Shake Shack’s Chick’n Shack sandwich with the chain’s announcement today that the much anticipated rollout of the item is here. Almost all U.S. locations (not JFK airport or stadium sites ) now will serve it.
This decision has been applauded by these three constituencies:
1) Chicken sandwich lovers. The Chick’n Shack has been very well received—the company it was a top seller–since it went on offer in the three Brooklyn stores last summer (and subsequently in Istanbul, Turkey).
2) Me. In my Monday post on chicken sandwiches, I noted that chains lag behind independents in giving chicken sandwiches imaginative builds and too often stop at the usual. The Chick’n Shack is a fried antibiotic-free chicken breast with lettuce, pickles and buttermilk herb mayo. The usual.
3) Sonic Drive-in. The Chick’n Shack is priced at $6.29, making it even pricier than the previous most-expensive burger-chain item: Sonic’s $5.99 Ultimate Chicken Sandwich.
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Meanwhile, YouGov BrandIndex’s final “buzz” rankings for 2015 are in. Subway finished in the top spot among QSRs with a Buzz score of 17.2 (which is impressive given the negative play given former spokesperson Jared Fogle), followed by Wendy’s (14.3), Chick-fil-A (14.0), Pizza Hut (12.9) and Sonic (11.4).
YouGov BrandIndex’s Buzz score is determined by asking respondents, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A score of 0 means equal positive and negative feedback.
Casual-dining buzz leaders for 2015 were Olive Garden (18.6), Panera Bread (16.9), Outback Steakhouse (15.9), Applebee’s (14.7) and Red Lobster (14.1).