In the fast-food world, chicken has emerged as a quiet yet
formidable force, steadily reclaiming its place at the center of the plate,
according to Steven Johnson Grocerant Guru®
at Tacoma, WA based Foodservice Solutions®.
Once a top contender in the industry, chicken's appeal
surged through the efforts of KFC (Kentucky Fried
Chicken), which pioneered the idea of chicken as a convenient, crave-worthy
meal option. Though it was temporarily overshadowed by the explosive rise of
burgers and pizza, chicken is back with a vengeance. Now, as exemplified by McDonald’s recent launch of the Chicken Big Mac, chicken is once
again a powerful driver of sales and profits in the fast-food sector.
The Early Dominance of KFC
The rise of fast-food chicken began with KFC, founded by
Colonel Harland Sanders in 1952. Sanders, known for his secret blend of 11
herbs and spices, revolutionized the way people perceived fried chicken. With a
mix of flavor, speed, and convenience, KFC became a juggernaut in the American
food scene, quickly expanding into a global brand. By the 1960s, KFC’s success
cemented fried chicken as a staple, elevating it from a traditional home-cooked
meal to a fast-food phenomenon. KFC dominated the fast-food landscape by
offering a unique product in a market that was rapidly becoming saturated with
hamburgers.
However, as fast-food chains expanded and evolved, KFC’s
dominance would be challenged. The 1970s and 1980s saw the rise of the
"burger wars" led by McDonald's and Burger King, with pizza chains
like Pizza Hut joining the fray to capture the hearts (and stomachs) of a
rapidly growing fast-food customer base. Chicken, while still popular, took a
back seat as burgers became synonymous with fast food.
The Rise of Burgers and Pizza
The late 20th century marked the golden era for burgers and
pizza. McDonald’s, which had launched its iconic Big Mac in 1968, soon became
the dominant player in the fast-food industry. With its focus on burgers,
fries, and an efficient assembly-line kitchen, McDonald’s redefined what fast
food could be. Burger King, Wendy’s, and other burger chains followed suit,
capitalizing on the appeal of beef-based meals that could be produced quickly
and consistently.
At the same time, pizza chains like Pizza Hut and Domino’s
gained ground by focusing on delivery and family-sized offerings. Pizza became
a beloved fast-food option, particularly in the growing suburban markets, and
chicken was somewhat left behind. Even KFC began to struggle, as it failed to
innovate at the same rate as its competitors. As a result, KFC's market share
stagnated, and chicken—once a staple of the fast-food landscape—was sidelined.
Chicken’s Comeback: Fast, Flavorful,
and Profitable
But chicken wasn’t destined to remain in the shadows. In
the 21st century, consumer preferences began shifting toward healthier, lighter
protein options, and chicken made a comeback. Unlike beef, which was often
associated with higher fat content, chicken became perceived as a healthier
alternative. As dietary trends shifted and consumers sought more diverse and
flexible meal options, fast-food chains began reintroducing chicken with a new
twist.
A pivotal moment came in 2019, when Popeyes launched its chicken sandwich, sparking the so-called
"chicken sandwich wars." The sandwich was so popular that it sold out
within weeks, generating an unprecedented frenzy on social media. Popeyes’
success signaled that chicken had reestablished its place as a centerpiece in
fast food. Other chains, including Chick-fil-A and Wendy's, quickly jumped on
the bandwagon, launching their own versions of chicken sandwiches to capitalize
on the demand.
McDonald’s Embraces the Chicken Boom
McDonald’s has been particularly strategic in leveraging
the resurgence of chicken. Following the success of its McCrispy Chicken
sandwich, which was launched in 2022 and has since become a $1 billion brand
across multiple markets, McDonald's has doubled down on its chicken offerings.
Now, with the introduction of the Chicken Big Mac, the global burger giant is
signaling that chicken may well be the new centerpiece of fast food.
The Chicken Big Mac, debuting in the U.S. in October 2024
after successful tests overseas, is a direct reflection of this shift.
Featuring two tempura-battered chicken patties, the Chicken Big Mac retains all
the familiar elements of the original Big Mac—lettuce, special sauce, pickles,
and cheese—yet replaces the beef patties with chicken. Its introduction in the
U.K. was so successful that it sold out within 10 days, earning it the title of
“the most successful food promotion ever” according to McDonald's CEO Chris
Kempczinski.
In a remarkable turn of events, Kempczinski revealed that
McDonald’s chicken sales are now on par with its beef sales. This balance
between chicken and beef signals a clear shift in consumer preferences.
Chicken’s global appeal, coupled with its perceived health benefits, has
positioned it as a category that is “twice the size of beef globally and
growing at a faster rate,” according to Kempczinski.
Chicken: Once Again King of the Plate
Today, chicken's versatility and broad appeal make it a
critical component of fast-food menus. Its ability to be grilled, fried, baked,
or even spiced in unique ways gives fast-food chains endless possibilities to
innovate. Chains like Chick-fil-A,
Popeyes, and KFC have proven that customers will flock to chicken, particularly
when it is positioned as both flavorful and convenient. As McDonald's prepares
to launch the Chicken Big Mac nationwide, the message is clear: chicken is once
again king.
Fast food’s love affair with chicken isn’t just about
taste—it’s about profitability. Chicken is cheaper to produce than beef,
allowing chains to offer it at competitive prices while maintaining healthy
margins. McDonald's sees “significant opportunity for growth in chicken,” and
with campaigns that tap into youth culture and viral marketing, such as its
pop-up dining experiences and collaborations with influencers like Kai Cenat,
the brand is pushing chicken to the forefront of its strategy.
As chicken continues to dominate, one thing is certain: it
has earned its place not just as a fast-food alternative, but as the star of
the show. From its early days with KFC to the modern-day Chicken Big Mac,
chicken’s journey is a testament to its staying power, adaptability, and
profitability in the fast-paced world of fast food.
Are
you ready for some fresh ideations? Do your food marketing tactics look more
like yesterday than tomorrow? Visit GrocerantGuru.com for more information
or contact: Steve@FoodserviceSolutions.us Remember success
does leave clues and we just may have the clue you need to propel your
continued success.
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