Nancy Luna tests KFC and Popeyes
Insider food correspondent Nancy Luna tests KFC and Popeyes.
  • KFC is losing ground to Popeyes, according to a Barclays report.
  • Popeyes is now the No. 2 fried-chicken player, leapfrogging over KFC. 
  • Insider tried the same menu items at each brand to see which chain was best. 

Popeyes and KFC are losing market share to Chick-fil-A. But the brand taking the biggest hit is KFC.

Popeyes is now the No. 2 fried-chicken player, leapfrogging over KFC, CNBC reports, citing market share research by Barclays.

In terms of sales, the race is tight. KFC and Popeyes are both logging more than $5 billion a year in sales, according to Technomic's latest Top 500 report.

But Popeyes, which is expanding rapidly across the US, is selling food with fewer locations in the US compared to KFC, according to Technomic. In 2022, Popeyes had nearly 3,000 restaurants in the US. KFC had nearly 4,000.

To settle this brand contest, I decided to put both chains to the test. I tried the same items found at each brand's menu: Fried chicken, chicken tenders, and a classic fried chicken sandwich.

I can see why KFC is on a downward spiral. The chicken served at KFC was so greasy, I had to take Tums to relieve my indigestion.

Here's what I discovered.

(Note: I visited stores in Santa Ana and Tustin, California. Prices may vary where you live.)

I visited an older Popeyes in Santa Ana, California. It looked run-down on the outside.
Popeyes dining room
The Popeyes dining room was clean, and fairly modern.

Don't judge a book by its cover.

The dining room was clean and modern, with a mix of booth tables and barstool seating. The dining room was decorated with jars of spices to presumably showcase the seasonings used in the kitchen.

Popeyes is definitely sending a message that it is a more premium experience than KFC. The KFC dining rooms near me are not this big, or clean.

Popeyes is definitely sending a message that it is a more premium experience than KFC.
KFC DIRTY TABLE
I had to wipe the dirty table a few times at KFC.

The KFC dining rooms near me are not this big, or clean. The KFC I walked into had about four tables with metal chairs. They were all dirty. I had to wipe down my table several times.

For a fair head-to-head battle, I selected three items that were listed on both menus: chicken tenders, a chicken sandwich, and fried chicken.
KFC fried chicken, tenders, and sandwich
KFC serves its fried chicken in boxes, while Popeyes serves theirs in trays with branded paper liners.

When it came to price, it was virtually a tie. The menu prices were nearly the same.

(Note: Some items were not available in the same quantity. For example, I bought five pieces of chicken tenders at Popeyes. I could only buy six pieces at KFC.)

At Popeyes, five pieces of chicken tenders cost $7.49. Six pieces of chicken tenders at KFC cost $9.99. The cost reflects a la carte prices.

At KFC, a four-piece fried chicken combo meal with mashed potatoes and a biscuit cost $12.69. At Popeyes, a four-piece combo with mashed potatoes and a biscuit cost $13.99.

A classic chicken sandwich at Popeyes was $5.49. The same sandwich at KFC was $5.29.

KFC took about 3 minutes to prepare my order, while Popeyes took about 7 minutes.

The Popeyes tenders had a light, flaky breading – almost like a tempura-style coating. Steam was coming off the chicken on my first bite.
Popeyes chicken tenders
The Popeyes chicken tenders had a thin tempura-style coating.

The Popeyes tenders were a decent size. They looked longer and more slender than a tender at Raising Cane's. I ordered the mild version. It was fairly hot to the touch, indicating it was freshly cooked. The chicken was tender and juicy.

The icing on the cake at Popeyes was the dipping sauces.
Popeyes' dipping sauces
I loved the innovative dipping sauces at Popeyes, especially the Blackened Ranch.

Popeyes has a collection of innovative and tempting dipping sauces.

I was especially impressed with the Mardi Gras Mustard and the Blackened Ranch. Both were very tasty compared to the boring sauces I found at KFC.

And, unlike Chick-fil-A, where some stores charge for extra sauce, both KFC and Popeyes provide extra sauce at no extra cost. The employees at Popeyes were very friendly when I asked them if I could get more Blackened Ranch to take home.

"Of course," one employee said.

At KFC, the chicken tenders were thicker than at Popeyes, but the meat was bone dry.
KFC chicken tenders
KFC's chicken tenders were thicker compared to Popeyes'.

The breading on the KFC chicken tenders was thicker but less flaky than Popeyes'. And, while the tender had more girth than Popeyes', I found the white chicken very dry and unappetizing. The chicken tenders at KFC were also greasier to the touch.

I suspect they were sitting under heat for a while. In fact, I observed KFC workers preparing drive-thru and takeout meals from food sitting in preheated ovens.

Chicken tenders winner: Popeyes.

The skin on Popeyes' bone-in fried chicken peeled off before I could take a proper bite.
Fried chicken from Popeyes
The fried chicken from Popeyes is served in a tray lined with branded paper.

It was hard to get a complete bite because the breading fell off as soon as I picked up a large piece of chicken. It was greasy, but not as sticky and messy as KFC's chicken.

I ended up using a spork to eat some of the meat.

Speaking of sporks, they're cute and versatile. But I'd prefer to have forks, spoons and knives as my cutlery. Are sporks a fried chicken chain tradition because KFC also had sporks?

KFC's fried chicken didn't live up to its finger-lickin' good reputation.
KFC FRIED CHICKEN
KFC's fried chicken was super greasy.

I ordered the mild fried chicken at Popeyes and compared it to KFC's original recipe chicken.

I expected to be dazzled by KFC's chicken. The breading on the skin was darker than Popeyes', giving me the impression that I was going to get a very seasoned crunchy bite.

The chicken was juicy but also very greasy. In fact, I couldn't eat any more because my chicken kept slipping through my fingers as my hands were lathered in oil. I needed a Wet Nap towelette between bites. When I returned home, I felt bloated and had to take two chewable Tums.

I expected the KFC biscuit and mashed potatoes to top Popeyes'. I was totally wrong.
KFC versus Popeyes mashed potatoes and biscuit
The KFC biscuit, left, looked deformed. I enjoyed the peppery gravy at Popeyes.

The biscuit at Popeyes was buttery and flaky on the inside. It was a solid Southern-style biscuit, while the KFC biscuit looked like a deformed puck.

The KFC biscuit was also spongy instead of flaky.

The Popeyes mashed potatoes were super creamy and served with a light serving of peppery gravy. It was like eating Thanksgiving mashed potatoes but with a spicy kick to the gravy.

KFC's mashed potatoes were swimming in gravy. The potatoes were creamy but tasted like they came from frozen-dinner meals bought at the grocery store.

Fried chicken winner: Popeyes. The sides at Popeyes helped the chain edge out KFC.

The Popeyes chicken sandwich is a work of culinary art. I can see why it launched the chicken sandwich wars of 2019.
Popeyes chicken sandwich
I loved the spongy bun that clung to the chicken breast.

When it first debuted in 2019, the Popeyes chicken sandwich became a social media sensation. Stores ran out of supplies as fans went bonkers for the chicken sandwich.

The buzz over the sandwich even rattled the reigning fried chicken champ, Chick-fil-A. The Atlanta-based chain ignited a social media spat with Popeyes that led to the chicken sandwich wars of 2019. Copycat chicken sandwiches began popping up on menus around the country.

Four years later, Popeyes' chicken sandwich has staying power. It is a crazy delicious sandwich. The spongy bun is the star of the meal. It clings to the chicken without falling apart. It makes this sandwich a great one-handed meal. Perfect for eating in the car. You can't say that about many burgers.

KFC's chicken sandwich comes in an insulated heat bag and looks identical to Popeyes'.
KFC chicken sandwich
KFC's chicken sandwich is a good-looking sandwich.

The KFC sandwich debuted nationally in 2021 and is identical to Popeyes' famous sandwich. The extra-crispy chicken breast filet is served on a toasted brioche bun with mayo and pickles. The chicken breast was gigantic, overflowing from the bun.

Sandwich winner: Popeyes is the clear winner. But KFC is a solid copycat and worth seeking out if there's no Popeyes near your house.

Popeyes sweeps KFC.
Popeyes meal
I tested chicken tenders, fried chicken, and the chicken sandwich.

Popeyes beats KFC at every level – flavor, presentation, and brand experience.

It's easy to see why Popeyes is stealing market share from KFC. Popeyes, hands down, is giving consumers a better product than KFC, with the prices virtually the same on most menu items.

Nancy Luna has been covering the restaurant industry for 18 years. Got insight to share on the industry? Got a tip? Contact her via email at nluna@insider.com or at 714-269-8873.

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