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Fast-food giants KFC and Wingstop are tapping into unique collaborations to elevate brand experiences. KFC’s ASMR with sleep-tech brand Hatch brings fried chicken sounds to relaxation platforms, while Wingstop’s NBA partnership ensures a courtside presence for wing lovers.
Fast Food Chains Tap Strategic Partnerships for Unique Consumer Experiences
Fast food collaborations are taking the industry by storm, with chains partnering with other restaurants, non-food brands, and organizations. According to Fast Food Club, these collaborations often serve as marketing strategies that combine two influential names, creating a unique consumer experience. Some of the biggest names in fast food, such as KFC and Wingstop, are rolling out partnerships worth watching.
KFC Partners with Hatch for ASMR Experience Featuring Iconic Fried Chicken Sizzle
KFC has teamed up with sleep wellness brand Hatch to create a one-of-a-kind ASMR experience. For fans of relaxing sounds like rainfall or package unwrapping, Hatch and KFC offer “The Fried Chicken Rain.” The audio features the comforting sound of KFC’s signature fried chicken sizzling in oil. It is available for Hatch’s Restore 2 savvy sleep device users with a Hatch+ premium subscription. Fans without a Hatch device can still access the soothing sounds on Hatch’s YouTube channel, Spotify, and KFC’s platforms.
This unlikely collaboration stemmed from Hatch’s visit to KFC’s Louisville headquarters, where their team worked with KFC’s food innovation experts to capture the authentic frying sounds of the newly released Original Recipe Tenders. According to Eric Pallota, Hatch’s CMO, the partnership was inspired by social media comparisons between the sounds of frying chicken and rainfall, leading the team to capture the ultimate fried chicken ASMR experience. Catherine Tan Gillespie, KFC’s Chief Marketing Officer, noted that the collaboration enhances fans' connection to KFC’s iconic blend of 11 herbs and spices through this unique ASMR content.
This partnership coincides with KFC’s recent launch of Original Recipe Tenders on October 14. These tenders are double hand-breaded and feature KFC’s famous 11 herbs and spices. Priced at $5 for three tenders with Secret Recipe Fries and two dipping sauces, these tenders position KFC to compete directly with other chains offering similar products.
Wingstop Joins NBA as Official Chicken Partner, Bringing Bold Flavors to Fans
In a new alliance aimed at basketball and chicken wing enthusiasts, Wingstop has become the Official Chicken Partner of the NBA and NBA G League in a multi-year partnership. This is Wingstop’s first formal collaboration with a major U.S. sports league, allowing the fast-food brand to expand its reach through televised and digital NBA coverage.
Wingstop will participate in the 2025 NBA All-Star event in the San Francisco Bay Area, where it will present the Ruffles NBA All-Star Celebrity Game Green Carpet. This sponsorship, set for Feb. 14 at Oakland Arena, will offer fans a Wingstop presence at the celebrity exhibition game. Michael Skipworth, Wingstop’s CEO, emphasized that this partnership aligns with Wingstop’s dedication to being essential to NBA fans’ game-day routines, delivering wings with bold flavors for at-home viewing parties.
Julie Morris, the NBA’s senior vice president of commercial development, praised Wingstop as a naturally fitting leader in the NBA fan experience. The partnership builds on Wingstop’s ties with several NBA teams, including the Chicago Bulls, Los Angeles Lakers, and New York Knicks, giving fans even more opportunities to enjoy Wingstop wings as they cheer on their teams.
These collaborations exemplify the trend of strategic alliances in the fast-food industry. They deliver unique customer experiences and innovatively bring brands closer to their fans.
