The return to the chicken wars is "long overdue," said Gary Stibel, founder and CEO of the New England Consulting Group. While Popeyes sparked the original battle, he suggested it could have done more with it. Popeyes "just backed off—they became just another player rather than the leader," he said. "Many competitors have benefited from Popeyes focusing on chicken sandwiches," said Stibel. "Competitors better react, and they will." Popeyes is not giving up much by sharing the recipe, said Michael Cohen, global chief data and analytics officer with holding company Plus Company. The competition is more about how brands can raise their profile, and "the only way a competitor could actually steal the recipe is with another social media stunt," he said. But will the brand's competitors bite? Popeyes has ruled out directly engaging with other RBI-owned brands, a spokesperson said. Those include Burger King, Tim Hortons and Firehouse Subs, which all have chicken sandwiches on their menus.