People saw Endorian Yip Tip and underneath crispy chicken. They slowed the lines to ask questions about it or they didn’t bother to get in line because they weren’t certain what exactly it was.
Now they see Fried Chicken as the headline. People are less likely to ask questions, thus moving the lines and more people are apt to get in line because it’s comforting, familiar food that everyone connects with.
Just my take. FWIW.