As a fast food chain hoping for success with a chicken sandwich in a post-Popeyes world.
It's not enough to just put out a tasty product and cross your fingers.
Instead, the first appearance should be packaged in a story, an attitude, or a gimmick that exudes supreme sexiness and assurance.
Burger King's Ch'King lured customers in with the promise of a sandwich "worth the wait,".
"While McDonald's promoted its Big Macs like a merch drop, capitalising on the "streetwear frenzy" around the product.
Still, where do you draw the line? We just needed to hear that the chicken chain had 12 different sandwich options.