Quick-service restaurant franchise bb.q Chicken has announced the nationwide US launch of its latest menu item, Feel Crunch Chicken. The product release coincides with the formal announcement of a new brand partnership with Felix, a member of the global K-pop group Stray Kids.

The nationwide rollout follows a limited soft launch at select company-operated locations that commenced on 7 July. The new product became available at all participating franchise locations across the United States on Thursday, 16 July 2026.

Feel Crunch Chicken

The new menu addition is designed to introduce novel textures and flavour profiles to the brand's existing fried chicken portfolio. The product formulation focuses on a balance of sweet and savoury profiles:

🧅 Feel Crunch Chicken: A fried chicken option coated in a sweet-and-savoury caramelised onion sauce and topped with golden crunchy flakes.

According to company representatives, the product profile was developed with direct input from Felix, drawing elements from existing popular menu items such as the Crunch Butter Chicken and the Jamaica Sotteok Manna Chicken.

K-Pop Brand Ambassador Partnership

The collaboration with Felix represents a broader marketing initiative by bb.q Chicken to align its brand with the rising global popularity of Korean cultural exports, often referred to as the Korean Wave.

Representatives from bb.q Chicken's US division stated that the partnership aims to bridge the gap between digital media engagement and fast-casual dining experiences. Under the agreement, Felix will serve as the primary face of the brand. The franchise plans to support the menu launch with integrated marketing campaigns featuring the artist across both digital platforms and physical in-store displays.

About bb.q Chicken

Established in 1995 as a subsidiary of parent firm Genesis BBQ, bb.q Chicken is a global quick-service franchise specialising in Korean-style fried chicken. The brand name stands for Best of the Best Quality, reflecting its operational focus on premium ingredients and authentic culinary preparation methods across its global network.