Yes, Popeyes. Now, I imagine some of you think it must be Shooting Fish In A Barrel Week here on Edible Reading, that I’ve gone for the easy option of punching down for those sweet, sweet clicks. And who can blame you? Fried chicken restaurant Popeyes is the latest, though by no means the last, big American chain to touch down in Reading, continuing a trend that began with Five Guys ten years ago and which, if anything, is accelerating. You know this already, I’m sure: we’ve also had Chick Fil-A, Wingstop, Taco Bell and, of course, Wendy’s.

And, just as with Wendy’s, from the moment the news broke about Popeyes our local press – what’s left of it – went completely gaga. OMG Popeyes is coming to Reading! it gushed last March, followed by It’s going to be in the old Gap store on Broad Street! in November. I especially loved the photo caption – always a Berkshire Live speciality – saying “Popeyes is an American restaurant that sells fried chicken” (who writes them, Mr Chips from Catchphrase?)

“Customers can now sign up for updates about when the new Reading Popeyes will open and a lucky few are in with a chance of being invited to the grand opening of the store” said an article, suspending any remaining critical faculties. But why sign up for updates when you can just read Berkshire Live as it pumps out more free advertising for a well-backed business which doesn’t need it?

So a couple of months ago Berkshire Live confirmed that Popeyes was opening on the 23rd February, and that the first two people in the queue for the first three days would win a year’s supply of chicken sandwiches. It must have been a slow news day on the 22nd February because it ran almost exactly the same story again: copying and pasting from TripAdvisor is bad enough, but copying and pasting from your own website must be a new low.

I hope after doing all that free advertising for Popeyes the drones at Reach plc at least got some free food in return, you might be thinking. Well, don’t worry – they did! “I was lucky enough to be invited down to the Reading restaurant for a sneak preview of what the international chicken chain has to offer”, an article began. “With celebrity fans including Beyoncé and Kim Kardashian, I’ve been eager to try their famous Louisiana cooking for quite some time.”

You might be astonished to find that our local Reach plc publication absolutely loved its free food: I know I was. “I tried Reading’s Popeyes and was blown away by one thing” said the headline, although the article then raved about both the chicken sandwich and the Cajun fries, so even that was an inaccurate report of their own meal. By my reckoning Berkshire Live sounds like it had two meal deals, so it sold its soul for twenty quid: that’s roughly what it’s worth. “If I was walking through town, wondering where to stop for a quick bite to eat, I’d head straight there” it concluded. Talk about a plot twist!

Not to single Reach plc out, the Reading Chronicle managed an even more glowing writeup of its free scran, although one that copied out more of the accompanying press release. “This burger is put together like a piece of art…” it enthused, with a touch of hyperbole. “Every bite makes you want another and by the time you know it you’ll be buying another portion.” Pretty potent stuff for a chicken burger you might think, but apparently, it had the author’s “jaw hitting the floor”. The overall impression was that Popeyes made Pulp Fiction’s legendary Big Kahuna burger taste like the contents of a warm food recycling bin. Two local journalists can’t be wrong, can they?

So yes, the scene is set for me to give Popeyes the time honoured kicking that I’ve doled out, over the years, to the likes of TGI Friday, Taco Bell, even Wingstop. But here’s the thing: my antipathy towards big American chains and the homogenisation of Reading is on the record and has been for years. And yet, on the other hand, I really love fried chicken. Always have. I love it in all its forms, from a crafty KFC to Blue Collar’s legendary Gurt Wings, from Bristol’s Wing’s Diner to the Lyndhurst’s karaage chicken to Clay’s Kitchen’s payyoli chicken fry and everything in between. The crunch and yield, the seasoning and the sauce: there’s nothing else out there quite like it.

It’s a proper Achilles heel and if I found a good one I doubt I’d care if the restaurant serving it was the property of a holding company co-owned by Elon Musk, Tim Martin and Scrooge McDuck. And all the talk and hype about Popeyes, about how its chicken sandwich “broke the internet” back in 2019, raises at least the possibility that it could be a game changer. So we have a classic scenario: what happens when an irresistible force (my love of fried chicken) meets an immovable body (my disdain for big American chains)? If you know the answer already you were one step ahead of me when Zoë and I stepped through those doors on Broad Street on a Bank Holiday Monday afternoon.