Why crispy chicken is the latest battleground in fast food

For a chain that focuses mostly on hamburgers and fries, it’s chicken that’s giving McDonald’s its biggest area of growth.

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.