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As Eagles fever takes hold of the region like nothing in recent history, what’s a business to do if it’s named after the rival Super Bowl city? Simple. Temporarily rebrand.

That’s the subversively brilliant move adopted by several of the Philly-based outposts of national chicken chain Boston Market.

(Yes, there are five of them within the city limits. Didn’t know that? The marketing strategy is working already.)

Per photos posted to social media, both the Frankford location in the Northeast and the Snyder Plaza location in South Philly are, for the time being, “Philly Market” instead.

The transformation comes courtesy of printed banners draped over the giant red letters spelling the “Boston” part of the stores’ names. The white sheet even has a little “Go Birds” sign on the side. Locals are eating it up. What a way to show pride in the home team.

But how does Boston Market corporate headquarters feel about it?

Franchises like these usually carry strict rules and regulations about allowed signage, and variations are frowned upon. Having all 462 branches look the same is part of what makes chains successful.

In this case, local franchisees can breathe easy. HQ is totally down with the Eagles support move.

“We at Boston Market fully support the passion, enthusiasm and hometown pride demonstrated by our team members in Philadelphia,” said a spokesperson in a statement emailed to Billy Penn.

After all, the company, which originated in the Boston suburb of Newton, Ma., back in 1984, is no longer even based in New England — it’s now headquartered in Colorado.

The statement continued with a cheeky plug for the product, of course, but even that played off the Birds.

“At the end of the day,” the spokesperson said, “we just hope there’s only one bird that everyone in Philly, Boston and across the country can agree on – farm fresh, never frozen and naturally delicious rotisserie chicken.”

If you’ve never stopped into one of these shops to give their food a try, now’s probably the time.

Danya Henninger is director and editor of Billy Penn at WHYY, where she oversees the team, all editorial decisions, and all revenue generation — including the membership program. She is a former food...