Bojangles is copying the Biscuitville lady
Tom Dougherty, CEO – Stealing Share
18 January 2017
Is this Biscuitville or Bojangles?
Bojangles has introduced a new store design. It prominently features a menu item other than chicken – its biscuits. However, a competitor has been using this design for the past 30 years or so – Biscuitville.
I knew the fast food industry was in trouble.
It would be one thing if Bojangles and Biscuitville were in different parts of the country. But their headquarters are less than two hours from each other. You can see Bojangles and Biscuitville stores literally next door to each other in some parts of North Carolina.
Bojangles, why are you copying Biscuitville? Are there no original ideas left in fast food? The chain is even using a rolling pin as a design element, which just happens to be the Biscuitville logo.
“I thought it was different enough in its menu offerings that it was a different kind of fast food company.”
Bojangles copying is systematic of the fast food industry
I don’t get it. I really don’t. Whoever the chain hired to think up this brilliant store design didn’t charge too much. Or maybe it’s like a kid in high school who turned in a wiki article as their own work, hoping not to get caught.
In full disclosure, we have worked on the Biscuitville brand. But we did not come up with the idea of putting the biscuit maker up front. We were hired decades after that introduction.
So I am not reacting to a company stealing our work. I am reacting to a company having little sense to come up with something on their own.
Bojangles is not alone. Fast food chains are losing their way and any ability to be different.
I even saw a commercial last night for Burger King’s coffee, BK Joe, which is a direct copy of McDonalds $1 any size coffee.
In the south, Bojangles has a strong brand. It has 600+ stores. Jerry Richardson, owner of the Carolina Panthers, partially owns the chain. It should be better than this. I thought it was different enough in its menu offerings that it was a different kind of fast food company.
But I guess I was wrong.
It looks like Bojangles is content with just copying anyone who threatens it.
And it isn’t the only one copying Biscuitville.
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