Welcome to the Fast-Food Industry's Crispy Chicken Summer

[haele]

3. They're capitalizing on a fatty crunch. Chicken has little taste, itself.

Notice they're not doing it with US farmed fish (catfish or tilapia), they're using US farmed chicken.
Of course, it only takes 6-8 weeks to get chicken to the size it can go to market, with intensive feeding, so the ability to get a lot of meat to consumers in a hurry doesn't hurt.
But from the portions I've seen, "the summer of Crispy Chicken" seems to be more about the "Crisp" than the chicken itself. Some places, the amount of crisp coat is almost the same amount as the chicken.
Wonder if it's a mouth feel sort of marketing.