Let's talk about chicken, fast-food chicken…
I have worked with QSR and fast-casual operators for a number of years, and chicken has always been chasing the limelight but not quite getting the number spot ahead of beef.
It's usually beef first, and then what can we do with chicken, with the obvious exception of KFC.
Well, chicken is now in pole position as the go-to choice for consumers.
The battle for market share in chicken burgers alone has been intense, particularly in the US. As of 2024, 47% of restaurant menus feature fried chicken sandwiches vs. 41% for beef burgers. This is a +10% change for chicken compared to 2021.
The global chicken market is twice the size of beef, and for McDonald's, chicken now makes up $25 billion in systemwide sales, equal to beef. McDonald's is planning to roll out the McCrispy to all markets by the end of 2025 and will continue to push its iconic chicken nuggets, which account for around $10 billion in systemwide sales and have increased 10% annually since 2019.
When it comes to the UK, it is the perfect time to capitalise on the popularity of chicken.
Four out of the ten fastest-growing restaurant chains specialise in chicken, and it is the only protein that has seen value and volume growth (in-home) over the last five years.
Established UK food-to-go brands are trying to get in on the action, with Greggs trialling a new chicken burger in February 2024 and Roller, already with an extensive range of food-to-go products, expanding its portfolio with the introduction of a southern-fried chicken burger.
Future Trends:
Chinese-Style Chicken Burgers
So, what could we see in 2025? If the US is anything to go by, and it usually is for fast food, we may see the trend for Chinese-style chicken burgers becoming more prevalent.
The Chinese-style chicken burger differs from the chicken burger you're probably considering. No ground meat is involved in its making. It's a fried chicken sandwich built like the cheapest version of a fast-food burger: a breaded and fried chicken thigh slapped onto a basic bun dressed with mayonnaise and iceberg lettuce.
The restaurant setup is usually similar to fast-casual, with a menu that includes chicken burgers, popcorn chicken, a selection of deep-fried delicacies (mozzarella sticks, squid rings, fries, etc.) and New Orleans-style chicken (a sweet glaze that's reminiscent of barbecue sauce).
Apparently, KFC China took credit for inventing New Orleans wings more than two decades ago, and they're a popular food found at restaurants around the country.
The Dark Side
In the UK and US, white chicken breast is the preferred option, but elsewhere in the world, people love the fatty, flavorful dark meat found in chicken drumsticks and thighs.
As with the potential for Chinese-style chicken burgers mentioned earlier, I wouldn't be surprised to see a trend for dark meat products. Deeper flavours and different textures make for an interesting innovation space with high-profit margins.
No Batter Crispy Chicken
Air fryers continue to make their way into millions of kitchens worldwide: more taste, fewer calories. Regarding QSR and fast-casual chicken, we could see the rise of ultra-light options that use convection cooking to create crispy chicken covered only in a sauce. Personally, I love the crunch of fried chicken batter, and I am sometimes disappointed by the dryness of grilled chicken—something in between sounds very appealing.
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Hybrid Chicken & Beef Burgers
As people continue to look for ways to reduce their red meat consumption, chicken is an obvious choice and even a stepping stone to a plant-based diet.
The rise of plant-based options has fuelled the potential for hybrid burgers that contain different types of protein, including combinations of chicken and beef. Now, these types of hybrid burgers only excite me a little, but I can see the potential for a promotional burger that could drive footfall. It's an interesting space to watch.
Sweet goes Spicy
So this flavour trend is known as Swicy. I love the trend, but hate the name.
Swicy has been a big hit in the US, driven by more experimental consumers during the pandemic. Hotter spice mixes from Asia, Africa, and South America were also big hits. It is about mixing high-Scoville ingredients like ghost and scorpion peppers with sweet counterparts like fruit, chocolate, and sugar.
Examples of mixes relevant to chicken sandwiches are harissa and gochujang, with Szechuan being very popular over the past year or so.
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Sources:
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3wNow I want a chicken burger!