KFC’s 50th anniversary promotion sparked a rush on its 40 restaurants across the island Wednesday, with Jamaicans queuing for hours, pushing and shoving in many instances, as anxiety erased patience to access the popular fast-food company’s ‘Big Deal Brawta’ birthday deal.

Long lines started forming from as early as 5:00 am, hours before outlets opened for the one-day promotion that won the company commendations for giving back to its Jamaican customers.

“Happy birthday, Mr Kentucky, we come out here to celebrate,” one female customer shouted while leaving the Rockfort location with several boxes of chicken meals.

The woman, who asked to remain anonymous, told the Jamaica Observer that she was appreciative of the company’s effort to give back to customers, and insisted that despite the long wait she believed it was worth it at the end.

At the same time, she speculated that the gesture was a precursor to a price increase.

“I know they are going to take it back again, because we know they are going to raise the prices… but outside of that I’m glad they’re giving back, and I’m happy I finally got through,” she said.

Carolyn Brown, a regular customer, who was also at KFC’s Rockfort outlet, expressed her delight at the offer of a free Meal Deal with the purchase of a Big Deal. The special had a cap of five meals per person.

“Yes, we really here for the freeness, and we come KFC every day either way, so we couldn’t make this opportunity pass we… So they giving back for their 50th anniversary and we glad seh them a give back. I don’t see anybody else doing this, so I am here to support KFC,” she told the Observer.

“But, to be honest, it’s not about the KFC for a lot of people out here, it’s really about the excitement; we come for the food, but we also come to celebrate… one KFC, we appreciate the giveaway,” she added.

At the Springs Plaza restaurant in Half-Way-Tree, as customers pushed and fought to get inside, Suzie-Ann Barrett said that despite the hassle and her frustration, leaving the line was not an option for her.

“I have to get inside because I am out here from after 9:00 am and I am not leaving until I get it. Yes, the line is long and I am a little bit frustrated, but I need my KFC before I leave here,” she told the Observer Wednesday afternoon.

She explained that her determination stemmed from a promise she made to her children.

“You know how children stay already, so I promised them I was going to get them KFC, and even though the line long I know I can’t afford to go back home without it,” Barrett said.

Another customer, who gave her name as Zoey, expressed joy after receiving her meals, noting that it was worth the wait.

“A nuff chicken we get, so of course mi happy. Mi a mek sure start eat right now, because I don’t want to wait till it get cold,” she said before biting into the chicken while standing behind her car awaiting her friends who were inside the store making their purchases.

Throughout the day Observer reporters recorded scenes of joy and chaos across the island.