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Case Study: Chick-fil-A achieves a successful #BroughtBackTheBBQ relaunch and 92% positive fan sentiment with Sprinklr
A Sprinklr Case Study
How Chick-fil-A Listened to Fans and Successfully #BroughtBackTheBBQ
Chick‑fil‑A faced a public relations challenge in July 2016 when it replaced its Original BBQ sauce with a new Smokehouse variety and fans reacted with outrage, petitions and boycotts using #BringBackTheBBQ. Social mentions of BBQ surged (a 923% weekly increase) and sentiment reached 73% negative, forcing the company to reconsider and plan a coordinated return of the product.
Working with agency Moxie and platform Sprinklr, Chick‑fil‑A used real‑time listening, dashboards, tags and a “war room” to respond personally to fans, prioritize the most vocal followers and schedule campaign content. The team replied to thousands of messages, surprised 250 top fans with S&D kits, and drove massive engagement — a 188× spike in mentions on relaunch day and a flip to 92% positive sentiment — restoring goodwill and strengthening customer relationships.
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