In 1995, the fast-food chain Chick-fil-A launched a creative advertising campaign in Georgia, featuring a billboard with three cows holding signs that urged, “Eat Mor Chikin.” This clever play on words and imagery not only became iconic but also initiated a significant shift in consumer preferences, encouraging diners to choose chicken tenders over traditional beef burgers. Fast forward to three decades later, and the phrase has more relevance than ever in the modern culinary landscape.
According to a recent report from consumer research firm Circana, chicken-centric restaurant chains such as Raising Cane’s and Wingstop have emerged as leaders in the cutthroat restaurant industry, showcasing remarkable sales growth in 2024. Both establishments reported double-digit sales increases, successfully surpassing their hamburger counterparts. The increasing consumer appetite for chicken, particularly in the forms of nuggets and tenders, has compelled major fast food players like McDonald’s, Taco Bell, and Wendy’s to revise their menus and invest significantly in chicken offerings, as patrons increasingly “eat mor chikin.”
David Henkes, a senior principal at Technomic, notes that while consumers still enjoy hamburgers, chicken is perceived as a more versatile option. Younger generations, especially, exhibit a strong preference for chicken, viewing it as a healthier alternative to red meat. This perception endures, despite the fact that many chicken dishes are fried or coated. The convenience factor also plays a role, as chicken tenders and nuggets are generally easier to consume while on the go compared to traditional sandwiches. Their adaptability allows consumers to tailor their meals by customizing a variety of sauces, many of which are frequently shared and recommended on social media platforms such as TikTok.
Wingstop has capitalized on this trend, emphasizing its focus on chicken. Gen Z’s inclination toward culinary experimentation has been significant, as the chain offers around twelve varieties of sauces for patrons. The company recently revamped its chicken tenders, introducing a crispier coating, aligning well with the tastes of their younger demographic. Mark Christenson, Wingstop’s Chief Revenue Officer, remarked that this adjustment fits perfectly within their younger customer base, which tends to favor chicken over beef.
The universal attraction of chicken cannot be understated, according to Christenson, as he mentions, “Protein is obviously very big right now, and I haven’t met anybody who didn’t like chicken.” Another contributing factor to the growing preference for tenders and nuggets is texture. A survey from Menu Matters reveals that descriptors such as “crispy” and “crunchy” rank significantly high among consumer preferences, which explains why many chains are now marketing their chicken as “crispy” instead of “fried.” Maeve Webster, the President of Menu Matters, suggests that the pivot from using the term ‘fried’ is less a response to consumer backlash against unhealthy eating and more about avoiding negative connotations associated with guilt.
Data supports this shift as mentions of “crispy chicken” on fast-food menus across the U.S. have surged by 16% since 2021. Additionally, the introduction of new crispy chicken items has doubled in the first quarter of 2024 compared to the same period the previous year, as per Datassential Menu Trends. Chains such as Taco Bell are also trying to capture this newly booming sector with various chicken offerings. Taco Bell is strategically edging into the “crispy chicken” market with a revival of its nuggets and potentially more chicken items in the pipeline.
Though the craze following the Popeye’s chicken sandwich has subdued, the item remains prevalent in menus nationwide. Recently, Wendy’s unveiled a new Cajun-inspired chicken sandwich, Chick-fil-A reintroduced a barbecue option, and Zaxbys innovated by offering quesadillas stuffed with chicken tenders. The takeaway from this emerging trend is evident: while sandwiches still hold their place, much of the excitement and innovation within the fast-food industry has shifted towards chicken tenders and nuggets, signifying a shift in consumer preferences that has far-reaching implications for the restaurant sector.
