KFC is rolling out a new chicken sandwich to take on Chick-fil-A — and they're bringing back a retired Colonel Sanders to do so.
On Friday, the chicken chain announced the launch of the "Crispy Colonel": an extra-crispy chicken sandwich with mayo and pickles that will be available starting Monday, April 23. The Crispy Colonel comes in four flavors — classic, Smoky Mountain BBQ, Nashville Hot, and Georgia Gold honey mustard BBQ.
The new sandwich line up gives KFC the chance to compete with Chick-fil-A, a chain that's increasingly dominating the US on the strength of its sandwich, as well as burger-centric fast-food chains with chicken sandwiches on the menu.
"I really believe this chicken sandwich will be differentiated and superior to anything else on the market, because of how we're preparing it and how piping-hot fresh it's going to be," KFC's CMO Andrea Zahumensky told Business Insider.
Zahumensky continued: "Unlike the 'burger boys', that are preparing their chicken sandwiches ... in a factory and then frying them, we are pan-preparing with our cooks in the back of the house in our restaurants, and then building them to order, and then serving them."