From Culture to Commerce: How Black Twitter Sparked a Billion Dollars for the QSR Market

A chicken sandwich from Popeyes Louisiana Kitchen took the country by storm during the summer of 2019 and is arguably one of the greatest examples of how culture can affect commerce in a big way. That being said, how did it become so popular? How did the first run end so quickly? How did the hype around a sandwich drive a quarterly increase of $1.3 billion YoY?

"That Tweet"

... y’all good? https://t.co/lPaTFXfnyP— Popeyes Chicken (@PopeyesChicken) August 19, 2019

This is the tweet that began what became known as the Great Chicken Sandwich War. This is the tweet that many news outlets initially credited for launching however many ships it takes to sell through Popeyes’ supply in less than three weeks. Yet, further investigation reveals the true buzz started before August 19th. Even before the official sandwich launch on August 12, 2019.

Always Be Testing

Even a cursory search of Twitter reveals ear...

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