Feel Crunch Chicken is available at all bb.q Chicken locations across Canada. The launch follows a soft rollout at select restaurants that began July 31.
The menu item is made with a sweet-and-savory caramelized onion sauce and topped with crunchy flakes. The company said the flavour was selected in connection with Felix, who will also serve as the face of the brand in Canada as part of the partnership.
Nationwide launch
The launch gives bb.q Chicken a new product tied directly to its marketing partnership with the K-pop performer. The company said additional campaigns featuring Felix are planned both online and in its restaurants.
“As global interest in Korean culture continues to grow beyond streaming screens and onto fast casual menus across the country, bb.q Chicken wanted to find an opportunity to celebrate its authentic space in both,” said Lim Kim, Marketing Manager at bb.q Chicken Canada. “Felix has a genuine obsession with bb.q Chicken which makes him the perfect fit for this brand ambassador role.”
The company said Felix has been a longtime fan of its menu and has previously praised its Crunch Butter Chicken and Jamaica Sotteok Manna Chicken.
“Feel Crunch was actually handpicked by Felix himself, and it highlights different elements of his favorite bb.q Chicken flavors. We’re excited for his fans, and other bb.q Chicken fans in Canada, to taste it for themselves.”
The chain said the new menu item is intended to bring Korean flavours to Canadian customers while connecting its restaurant offering with the broader popularity of Korean culture.
Partnership to continue
The Felix partnership extends beyond the Feel Crunch Chicken launch. According to bb.q Chicken, the performer will remain the face of the brand, with further campaigns planned for Canadian customers in digital and in-store channels.
The company did not provide financial terms for the partnership or the launch in the release.
Canadian expansion
bb.q Chicken was established in 1995 as part of parent company Genesis BBQ. The company says it operates with a focus on premium chicken and Korean food offerings and has been expanding its Canadian footprint.
The chain describes bb.q, pronounced “bee-bee-que,” as standing for Best of the Best Quality. Its Canadian operations include fried chicken and other Korean food offerings, with the company continuing to expand into new communities.
The Feel Crunch Chicken launch is the latest product rollout accompanying that expansion, with the new item now available across the chain’s Canadian locations.
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