In 1995, Chick-fil-A planted a billboard in Georgia adorned with three cows holding up signs declaring “Eat Mor Chikin.” That image later became a hallmark of its advertising campaign persuading people to ditch their burgers for tenders. Three decades later, the adage is perhaps truer than ever. Chicken-centric chains, notably Raising Cane’s and Wingstop, were the strongest performers among all restaurant categories in 2024. Sales for both chains jumped by double-digits, far out-pacing their burger rivals, according to a new report from consumer research firm Circana. The insatiable hunger for chicken, mainly nuggets and tenders, has forced McDonald’s, Taco Bell and Wendy’s to adjust their offerings and invest more heavily in the category as consumers, well, eat mor chikin. “Patrons still love burgers, but chicken is really versatile and younger consumers have a stronger preference for chicken,” said David Henkes, senior principal at consumer research firm Technomic. In particular, younger eaters think there’s a “health halo” with chicken, perceiving it as healthier compared to red meat — despite the poultry being coated and fried, he told CNN. Beyond that, chicken tenders and nuggets are easier to eat on-the-go compared to sandwiches and are more tailorable to specific tastes. Tenders and nuggets “can be customized with sauces in ways perhaps are a bit more limited with sandwiches,” Henkes added, with people often sharing their preferred sauces on TikTok. Wingstop, which is finding success thanks to its focus on poultry, said its research shows that Gen Z loves experimenting with sauces — the company sells about a dozen varieties — and prefers chicken over red meat. The chain recently relaunched its tenders with a crispier coating, another Gen Z preference, so “it fits perfectly with the Wingstop demographic,” which trends younger than its competitors, Mark Christenson, Wingstop’s chief revenue officer told CNN. Still, chicken has a “universal appeal,” Christenson said. “Protein is obviously very big right now and I haven’t met anybody who didn’t like chicken.” Another factor in the rising popularity for tenders and nuggets is the texture. A recent survey conducted by consulting firm Menu Matters shows that “crispy” and “crunchy” descriptions rank high in eaters’ preferences, explaining why the chains now market it as “crispy chicken” rather than “fried.” “Not using ‘fried’ may be less about the fact that it’s bad or consumers are backlashing against it, but rather fried doesn’t offer any emotive element for the consumer other than potentially a feeling of guilt,” Maeve Webster, president of Menu Matters, told CNN. In fact, mentions of “crispy chicken” on fast food menus in the United States has grown 16% since 2021, according to Datassential Menu Trends. The research firm also discovered that the number of new crispy chicken items has doubled in the first quarter of this year compared to the same time period in 2024. Like Taco Bell, which is trying to corner the “crispy chicken” sector with an assortment of poultry offerings. The chain recently brought back its nuggets for a second trial run, and if it’s as successful as last time, it plans to add more chicken items next year, possibly including strips. “We’re getting into the chicken game. We’re serious about it and we want to make sure that we do it our way,” Taylor Montgomery, Taco Bell’s chief marketing officer, told CNN. “We want to make sure that we make Taco Bell a destination for crispy chicken.” Although the hysteria around the Popeye’s chicken sandwich from five years ago has dissipated, the item still holds a big place on menus. In the past few weeks, Wendy’s has added a new Cajun-inspired version, Chick-fil-A brought back a barbecue option and Zaxbys is giving it a remix with new quesadillas stuffed with tenders. “Sandwiches aren’t dead by any means, but the innovation and excitement has seemingly moved over to tenders and nuggets,” Technomic’s Henkes concluded.
Why crispy chicken is the latest battleground in fast food
TruthLens AI Suggested Headline:
"Chicken Tenders and Nuggets Drive Fast Food Innovation and Sales Growth"
CNN
8.3
TruthLens AI Summary
The fast food landscape is undergoing a significant shift, with chicken-centric chains such as Raising Cane’s and Wingstop emerging as leaders in the restaurant sector. Sales figures for these chains surged by double digits in 2024, significantly outpacing traditional burger restaurants, according to a report by consumer research firm Circana. This trend can be attributed to a growing consumer preference for chicken, particularly nuggets and tenders, which are perceived as more versatile and healthier alternatives to red meat. David Henkes, a senior principal at Technomic, noted that younger consumers in particular are drawn to chicken due to its perceived health benefits and the convenience of consuming it on-the-go. Chicken tenders and nuggets offer greater customization options through various dipping sauces, a trend popularized on social media platforms like TikTok, where users share their sauce preferences. As a result, major players like McDonald's, Taco Bell, and Wendy's are adjusting their menus and investing more in chicken offerings to keep pace with this evolving demand.
The rising popularity of chicken products is also influenced by consumer preferences for texture, with many diners favoring crispy and crunchy foods. A recent survey by Menu Matters revealed that descriptions like "crispy" resonate more positively with consumers compared to the term "fried," which can evoke feelings of guilt. This shift is reflected in the menu trends, with mentions of "crispy chicken" on fast food menus increasing by 16% since 2021. Taco Bell is actively entering the chicken market, aiming to establish itself as a destination for crispy chicken with plans to expand its offerings. Although the fervor surrounding the Popeye's chicken sandwich has waned, innovations in chicken sandwiches and the introduction of new products continue to attract attention. Wendy's and Chick-fil-A have recently added new variations to their menus, indicating that while sandwiches remain relevant, the excitement in the fast food sector has increasingly focused on tenders and nuggets as the new battleground.
TruthLens AI Analysis
The article sheds light on the evolving dynamics of the fast-food industry, particularly focusing on the rising popularity of crispy chicken over traditional burgers. It highlights how consumer preferences have shifted, especially among younger generations, prompting major fast-food chains to adapt their menus accordingly.
Market Shift Towards Chicken
The success of chicken-centric chains like Raising Cane’s and Wingstop illustrates a significant trend in the fast-food market. The report by Circana indicates that these chains have seen double-digit sales growth, contrasting sharply with burger rivals. This shift suggests that consumer tastes are changing, with chicken being perceived as a healthier and more versatile option, especially among younger consumers. The notion of a "health halo" surrounding chicken, despite its fried nature, reflects a broader trend in food choices where health perceptions influence purchasing decisions.
Influence of Social Media
The article points out the impact of social media, particularly TikTok, on consumer behavior. The sharing of sauce preferences among younger consumers highlights how social media can shape food trends and preferences. The customization of chicken tenders and nuggets allows for a more engaging dining experience, appealing to Gen Z's desire for personalization. This aligns with the broader trend of social media influencing not only food choices but also marketing strategies within the fast-food industry.
Competitive Landscape and Strategic Responses
The competitive landscape is becoming increasingly aggressive, with major players like McDonald's, Taco Bell, and Wendy's feeling the pressure to innovate their chicken offerings. This response indicates that the fast-food industry is recognizing the need to adapt to changing consumer demands or risk losing market share. The focus on chicken could also be seen as a strategic pivot in the face of stagnant burger sales, suggesting that companies are willing to invest in new product lines to attract a broader customer base.
Potential Economic Impact
The article hints at broader implications for the economy, as shifts in consumer spending can influence market trends and stock performance in the restaurant sector. Companies that successfully adapt to these trends may see positive financial outcomes, while those that fail to do so could struggle. The emphasis on chicken may lead to increased competition and innovation within the industry, potentially affecting pricing strategies and overall market dynamics.
Target Audience
The discussion primarily targets younger consumers, particularly Gen Z, who are driving the trend towards chicken. The article suggests that this demographic values convenience, health perceptions, and customization in their food choices, which are crucial factors for fast-food chains to consider in their marketing and product development strategies.
The overall reliability of the news piece appears strong, as it references data from a reputable consumer research firm and provides insights from industry experts. However, the framing of chicken as the superior choice could be seen as a push to promote specific brands or products, which may introduce a subtle bias in the article.
In summary, the article primarily serves to inform readers about the changing landscape of the fast-food industry while subtly promoting the advantages of chicken over burgers. The trend reflects broader consumer preferences that fast-food chains must navigate to remain competitive in an evolving market.