Fast-food chicken chain in Chapter 11 faces Chapter 7 bankruptcy
An offer has been made to rescue the chain, but the bankruptcy court has major objections.
Chicken has become a major battleground in the fast-food space.
You have your dedicated chicken chains like KFC and Chick-fil-A, and there’s also Popeye’s, Zaxby’s, Raising Cane’s, and countless others devoted specifically to selling chicken. You also have McDonald’s, Burger King, and Wendy’s, which have all made chicken a major part of the menu.
Related: Popular Latin American chain files bankruptcy, closes restaurants
That makes it incredibly hard to break into the space. Maybe you can offer a better product, but does that difference matter when so many other chains, with so many locations, are your competition?
In some ways, fried chicken has become like craft beer. There are a lot of people who are very passionate about it that want to enter the space, but it’s nearly impossible to differentiate yourself.
Trying to market your chicken chain as superior to others seems like a really challenging prospect. That's exactly what Sticky's has boldly tried to do, using the marketing line "the best damn chicken finger you have ever tasted."
