When a K-pop superstar with a global fanbase starts publicly obsessing over your fried chicken, the smart move isn't to say thank you — it's to hand him the menu. That's exactly what bb.q Chicken did.
The fast-casual Korean chicken brand is launching a new menu item, Feel Crunch Chicken, to celebrate a new partnership with Felix, a member of the global K-pop group Stray Kids. The dish rolls out nationwide at all bb.q Chicken locations on Thursday, July 16, 2026, after a soft launch at select company-operated U.S. locations that began July 7.
What's on the Plate: The "Feel Crunch" Concept
Feel Crunch Chicken is built on a sweet-and-savory caramelized onion sauce, then finished with golden crunchy flakes — a deliberate play on both flavor and texture. In a category where "crispy" is table stakes, the added topping is a differentiator designed to give the bite a signature crunch.
Notably, the flavor wasn't cooked up in a vacuum. Felix, a longtime fan of the brand's Korea's Finest Fried Chicken™, handpicked it himself, drawing on his favorite bb.q Chicken menu items — including the crispy Crunch Butter Chicken and the sweet-and-savory Jamaica Sotteok Manna Chicken.
"Feel Crunch was actually handpicked by Felix himself, and it highlights different elements of his favorite bb.q Chicken flavors. We're excited for his fans, and other bb.q Chicken fans, to taste it for themselves."
Authenticity Over Endorsement: Why This Ambassador Fit Works
Celebrity tie-ins in foodservice succeed or fail on one thing: believability. bb.q Chicken leaned into that, framing Felix's role less as a paid endorsement and more as a real relationship.
"As global interest in Korean culture continues to grow beyond streaming screens and onto fast casual menus across the country, bb.q Chicken wanted to find an opportunity to celebrate its authentic space in both," said a bb.q Chicken U.S. spokesperson. "Felix has a genuine obsession with bb.q Chicken which makes him the perfect fit for this brand ambassador role."
This isn't a one-and-done stunt. The partnership continues beyond launch, with Felix serving as the face of the brand and additional campaigns planned both online and in-store — a sign the chain is treating this as a sustained marketing platform rather than a single limited-time offer.
A Brand With Momentum Behind the Buzz
The star power lands on top of real operational traction. Established in 1995 as part of parent company Genesis BBQ, bb.q Chicken (the name stands for "Best of the Best Quality," pronounced bee-bee-que) has become one of the more closely watched names in the space.
- Named by Restaurant Business Magazine as one of the fastest growing chains in the U.S.
- Included in The Takeout's "11 Restaurant Chains to Watch in 2023."
- Recognized this year by Yelp as the No. 3 Most Loved Brand and No. 7 fastest-growing brand in the restaurant sector.
Why It Matters
For QSR and fast-casual operators, this launch is a live case study in converting cultural momentum into measurable foot traffic. The rise of K-fandom and Korean culinary culture in the U.S. is one of the most durable food and beverage trends of the moment — and bb.q Chicken is showing how to monetize it without diluting brand authenticity.
Here's the practical takeaway for operators and marketers:
- Match the messenger to the menu. The partnership works because Felix genuinely eats the product. Authentic advocacy outperforms transactional celebrity deals every time — and it's cheaper to sustain.
- Co-create, don't just co-brand. Letting the ambassador handpick the item gives fans a reason to buy beyond the logo, and it hands the marketing team a built-in story to tell.
- Sequence your rollout. The soft launch at company-operated locations before a nationwide debut is smart execution — it lets teams pressure-test prep, plating, and throughput on a novel textural build before demand spikes.
- Ride a macro trend, don't manufacture one. Korean flavors and fandom already have national tailwinds; bb.q positioned itself in that current rather than fighting to create it.
For procurement and franchise decision-makers, the growth accolades matter too: sustained recognition as a fast-growing, well-loved brand is exactly the kind of signal that de-risks a foodservice investment or supplier relationship.
The Bottom Line
bb.q Chicken is betting that a fan who becomes a face can turn streaming-screen loyalty into real-world orders. If Feel Crunch Chicken lands, expect more chains to look for the Felix in their own customer base.
Want more on how brands are turning culture and celebrity into menu strategy? Explore our coverage of Aperol and Hilary Duff's Lucky Me Tour and our look at the top full-service restaurant franchises to watch. Then tell us in the comments: is celebrity co-creation the future of menu innovation, or a passing craze? Learn more at bbqchicken.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
