Simply the best
Generally, a company wants to extol the virtues of their product. If they’re selling food then they want their customers to think that it’s the best, most delicious version of cheesecake or pie.
Not these guys, though. They’ve decided to go with the tactic of setting their product apart by highlighting that it’s not as good as other fried chicken. Well, possibly, it’s more likely that the designer just didn’t think about it. Which was helpful.