CHAPTER 8
The Perils of Corporate Social Activism
IN AUGUST 2019, THERE WERE LINES around America. People lined up for hours. They were lining up for a chicken sandwich: Popeyes’ new spicy chicken sandwich. The sandwich was launched via a tweet that quickly went viral. Popeyes outlets saw long, boisterous lines around the country after the tweet, a common scene outside of limited-edition sneaker releases at Foot Locker, but never before for a fast-food chain offering. A man in Maryland was even killed during an argument while waiting in line for the sandwich.1 The Popeyes chicken sandwich sold out nationwide a few weeks later and was unavailable for several months.
Popeyes’ chicken sandwich offering kicked off what trade publication Food Business ...
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