Super Bowl commercials are meant to elicit a variety of reactions. Zaxby’s, a well-known fast-food chain, ran an ad specifically pointing out that their establishment is open on Sundays, unlike competitor Chick-fil-A.
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The Zaxby’s commercial showed former NFL player Jeff Saturday and former Major League Baseball player Rick Monday, headed to a restaurant together on Sunday.
As they walk up to the restaurant, the narrator says, “The only thing that comes between them is where to go for chicken on Sunday.”
Saturday goes to pull open the door, only to find that it won’t open.
“You think they’re closed?” he asks Monday.
“No man,” Monday responds while pointing to the sign on the door. “Push!”
The camera then pans out to show viewers that Monday and Saturday are at Zaxby’s.
“Hand-breaded chicken, fresh-made salads and world-famous sauces. On Sunday and every day, only at Zaxby’s,” the narrator says.
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The camera then pans to Monday and Saturday sitting at a table inside, enjoying fried chicken.
“How’s the chicken?” Monday asked.
“Delicious! We should do this again,” Saturday responded.
“What about Monday?” Monday asks.
“How about Saturday?” Saturday responds.
“Sunday,” they both say while bumping firsts.
Although the Zaxby’s ad never mentioned Chick-fil-A directly, it is common knowledge that America’s No. 1 fast-food chain is the only one to stay closed on Sundays for religious purposes.
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In an unrelated Facebook post Zaxby’s shared on Super Bowl Sunday, commenters shared exactly how they felt about their commercial’s overt jab at Chick-fil-A.
Facebook user Stephen Andrew Dyer commented: “Just saw your superbowl commercial, made me hungry for some GOOD CHICKEN!! Can’t wait to get it at Chick Fil A tomorrow 😏.”
It's not a party unless there's food, and what goes better with game day than… well, all of this?
Posted by Zaxby's on Sunday, February 3, 2019
Another Facebook user, MaryAnne Poole Cox, wrote: “Just saw your ad. If you would focus on making a better product, maybe more people would eat there. And if you treated your employees as well as Chic Fil A does, maybe they would treat your customers better. All your executives need to visit a few Chic Fil A restaurants, and get a feel for why their sales far exceed yours.”
“My biggest takeaway from your commercial: The only reason to eat here is because Chick-fil-A is closed,” Billy Proto wrote. “Not exactly a great marketing campaign.”
One user, Gerald Wolfe, told the chain that he is a fan of Zaxby’s, “but the commercial taking a ‘cheap shot’ at Chick-fil-A for choosing to be closed on Sundays, so their employees can attend church and spend time with their families, was in very poor taste.”
“I’m hoping you’ll issue a quick apology,” Wolfe added. “In the meantime, I’ll endure the long lines at Chick-fil-A, like I did for lunch today.”