If you’ve lived through the 80s and 90s, you’ll know that fast-food back then was completely different.
We’ve had primarily two major chains, KFC and McDonald’s, and if you like some fried chicken, you go for KFC. If you like some burgers, you go for McDonald’s.
If you’d like some David Learns to Stone CDs, you go for Burger King. And, of course, if you’d like some IG-worthy ice-cream waffles, you go for A&W.
And fast-food were usually for kids, because adults always claim that “fast-food wouldn’t fill up the stomach.”
In comes 2018, and the fast-food world in Singapore changed as fast as your best friend’s girlfriends.
We’ve fast-food chains that come out with so many new items every now and then, you wonder if Char Kway Teow burger might be a reality next month. We’ve millions of different fast-food chains nowadays, and not just McDonald’s and KFC (though, of course, they’re still the major players). Fast-food restaurants are now filled with young adults instead of kids going for Happy Meals.
And finally, fast-food chains are now playing the social media game like a boss, because why not.
Texas Chicken, The Fast-Growing Fast-food Restaurant
Unless you’re a Crazy Rich Asian who just came back to Singapore, you’d have heard of Texas Chicken in Singapore.
Known as Church’s Chicken in the US, Texas Chicken has over 1,660 outlets in 30 countries, and is the fourth largest chicken restaurant chain in the world behind KFC, Popeyes and Chick-fil-A (not in Singapore).
Founded in Texas (what a surprise!) by George W. Church, Sr. (what a surprise again!), the first Texas Chicken in Singapore opened its door on 9 June 2010 at Singapore Expo. Since then, in short eight years, fourteen more outlets open, and the rest is history.
Texas Chicken’s Makcik Campaign
If you’re not familiar with Texas Chicken’s food, then you might be familiar with their marketing campaign.
In particular, this, which we’ve aptly called it the Makcik campaign:
The Makcik came back a few times in a few other videos, but we’ll always fondly remember how she ordered Texas Chicken just to impress her guests.
And we now know how creative Texas Chicken (or their advertising / PR agency) is.
Which brings us to the next point.
Texas Chicken is “roasting” their competitors
The word “roast” is definitely too strong a word, but honestly Thesaurus.com couldn’t provide me with a better word.
Last Friday, Texas Chicken Singapore Facebook Page posted this:
If you can’t read the description, here it is:
We are cookin’ up something so BIG… it’ll crush any willpower to resist. 🤤
Make a guess and fill in those blanks!
It’s just a chicken feet crushing some smaller fried chicken wings, with the words “Actually bigger than K________ F________ C________”
Pretty sure it means Kimly Flying Chicks, but anyways.
Exactly 24 hours later, this post appeared:
The description definitely has everything to do with McDonald’s and nothing to do with Burger King:
Stacks of joy, filled with juicy happiness.
Today, our 🍔 is 👑.
#TexasChickenSG #BurgerDay
Let’s just say that shots were fired.
But WHAT is IT?
You know a marketing campaign is a win when it got everyone talking—even before the product is out.
Is it a Korean fried chicken (again)? A Hulkified Zinger? Or is it the Makcik-approved fried chicken again?
Whatever it is, they can have it their way. I’m loving it, and hopefully it’s Finger lickin’ good.
Watch this for a complete summary of what REALLY happened to Qoo10, and why it's like a K-drama:
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