- American fast food chains are now focusing on chicken tenders, not chicken sandwiches.
- Chicken tenders are driving growth at chains like Chick-fil-A and Raising Cane’s.
- Due to its popularity, Kentucky Fried Chicken (KFC) also released chicken tenders.
Nothing evokes childhood memories like crunchy, flaky chicken tenders. Juicy, golden-battered chicken breasts dipped in creamy comeback sauce or sweet honey mustard…it’s the ultimate comfort food.
Fast food chains know this, and they’re focusing on it. 2025 is likely to be the year of chicken tenders, driven by Gen Z’s appetite.
In the 50 years since its creation in a restaurant in Manchester, New Hampshire, the humble chicken tender has come a long way, becoming a staple on children’s menus and a staple in shopping mall food courts. And it’s been key to the growth of global chicken chains like Chick-fil-A, Popeyes Louisiana Kitchen and Raising Cane’s.
Now that the “chicken sandwich wars” that have swept the industry since around 2019 are winding down, fast food chains are preparing for the “battle of chicken tenders.”
Chicken = big chance?
Chicken’s dominance in the fast food industry has increased in recent years.
It’s considered healthier than beef, relatively cheap and popular with Gen Z, a demographic important to fast-food chains, which is driving sales across the industry.
The chicken sandwich war is also accelerating growth. In August 2019, Popeyes Louisiana Kitchen introduced a new fried chicken sandwich. It became so popular among customers that it sold out within two weeks, and other chains took notice.
From 2019 to 2021, more than 20 chains, including McDonald’s, Burger King, Sonic Drive-In and Shake Shack, introduced new chicken sandwiches, Restaurant Business reports.
Popeyes’ earnings call highlighted the success of its chicken sandwich. Its same-store sales continued to grow throughout 2020, increasing 19.7% in the third quarter of 2020 compared to the same period last year, according to Restaurant Business.
In the United States, the “Chicken” fast food franchise market grew 8.4% from 2018 to 2023, according to Restaurant Business and IBISWorld. Chicken sales also grew by 11% in 2022, with total sales for major chicken chains like Chick-fil-A and Popeyes increasing from $27 billion in 2018 to about $44 billion in 2022.
Is chicken tenders the next battlefield after the chicken wars?
Among younger generations, chicken tenders are more popular than chicken sandwiches, Restaurant Business reports, citing research conducted by Revenue Management Solutions.
Companies are counting on it, too.
Raising Cane’s — a chain of chicken tenders and a handful of sides like coleslaw and Texas toast — is now one of America’s fastest-growing fast-food brands. According to Bloomberg, Raising Keynes’ revenue for the first half of 2024 exceeded $2.3 billion, a 30% jump compared to the previous year.
Fast food chains like Raising Cane’s see chicken as a big opportunity.
Kentucky Fried Chicken (KFC) is also participating. On October 18th, he will announce a new recipe for original chicken tenders, hoping that he will be the spark that sparks the “battle of chicken tenders.”
“The chicken wars started five years ago with chicken sandwiches, but that’s old news,” the company said in a statement before announcing the new product.
“We know consumers are looking for exciting flavors, and chicken tenders are a familiar favorite,” said Katherine, chief marketing officer and chief development officer at KFC US. Catherine Tan-Gillespie added:
As fast food prices continue to rise, KFC is focusing on another focus for consumers and brands: value for money. KFC’s new three-piece chicken tender sets start at $5.
KFC is also launching a new chicken tender, kicking off the “battle of chicken tenders.”
Also, as if to stir up competition, the company released a new commercial depicting a medieval battle scene to determine who has the best chicken tenders.
Non-chicken chains like KFC, Chick-fil-A and Popeyes may also join the fight. McDonald’s is reported to be trial selling chicken tenders, which have been removed from the menu due to the coronavirus pandemic, at some stores (however, the company has not commented on nationwide rollout).
Business Insider reached out to McDonald’s for comment, but did not receive a response.
Its popularity knows no bounds
Chicken tenders are becoming increasingly diverse and popular.
The “battle of chicken tenders” isn’t just limited to fast food. Casual dining chains like Chili’s Grill & Bar think they can beat out fast-food competitors with their own chicken tenders.
“Fried chicken is one of the fastest growing segments, especially with younger consumers who prefer boneless fried chicken,” Chili’s Chief Marketing Officer George Felix told Business Insider. spoke.
Felix said chicken tenders have been on the menu at Chili’s since the 1990s, but were revamped in December 2022 to “better suit our customers’ tastes.”
With flavor options like Nashville Hot and Honey Chipotle, Chili’s chicken tenders are “a grown-up version of your typical fast-food chicken tender,” he said.
Meanwhile, in grocery stores, chicken brands such as Perdue Farms, a major chicken producer and processor, are selling a wide variety of chicken tenders, including gluten-free organic chicken tenders and raw chicken tenders. It responds to the various needs of people.
“It’s not just the chicken tenders of your childhood,” a Perdue spokesperson told Business Insider at the New York City Wine & Food Festival.
Chicken tenders are one of the most popular items, Perdue said.
“There’s a lot of different high-end cuts, there’s thigh meat, there’s a lot of different cuts. Nowadays, those kinds of meats are being used in more dishes,” he said, adding that consumers are finding the meat they loved when they were children. He added that he was looking for “enhanced” versions of traditional dishes.
As chicken tenders continue to dominate, the “chicken sandwich wars” are a thing of the past.
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(Translation and editing: Yoshimi Yamaguchi)
Source: BusinessInsider
Emma Warren is a well-known author and market analyst who writes for 24 news breaker. She is an expert in her field and her articles provide readers with insightful and informative analysis on the latest market trends and developments. With a keen understanding of the economy and a talent for explaining complex issues in an easy-to-understand manner, Emma’s writing is a must-read for anyone interested in staying up-to-date on the latest market news.