Back in 1995, Chick-fil-A launched a memorable billboard in Georgia featuring three cows holding signs that read, “Eat Mor Chikin.” That quirky message eventually became central to its marketing efforts, encouraging customers to choose chicken over burgers.
Now, nearly 30 years later, the message has never felt more relevant.
Chicken-focused restaurants, especially Raising Cane’s and Wingstop, outperformed all other types of restaurant chains in 2024, with both reporting double-digit sales increases — far surpassing their burger-based competitors. This rising demand for chicken, particularly nuggets and tenders, is prompting major brands like McDonald’s, Taco Bell, and Wendy’s to expand their chicken offerings and invest more in the category.
While burgers remain popular, chicken’s versatility is winning over younger consumers. Many view chicken as a healthier option than red meat, even though it’s often breaded and fried. On top of that, chicken tenders and nuggets are more convenient for on-the-go eating and easier to customize with a variety of sauces — a major draw for younger customers who often share their flavor combos on social media platforms like TikTok.
Wingstop, a brand that has centered its menu around chicken, has benefited greatly from these trends. The company noted that Gen Z customers especially enjoy trying different sauces — Wingstop offers over a dozen — and favor chicken over beef. Responding to these preferences, the chain recently updated its tenders with a crispier coating, aligning with what its younger customer base craves.
That said, chicken’s appeal goes well beyond one age group. The current focus on protein-rich diets contributes to its universal popularity, with many people gravitating toward it regardless of age.
Texture also plays a key role. A study by consulting firm Menu Matters revealed that diners are drawn to foods described as “crispy” or “crunchy.” As a result, many fast food brands now market their items as “crispy chicken” instead of using the word “fried,” which may carry a more negative or guilt-inducing connotation.
Supporting this trend, data from Datassential Menu Trends shows that mentions of “crispy chicken” on U.S. fast food menus have increased by 16% since 2021. The number of new crispy chicken products has also doubled in the first quarter of this year compared to the same period in 2024.
Taco Bell is one brand diving deep into this trend, aiming to carve out its niche in the crispy chicken category. The chain recently reintroduced its nuggets for a second test run and plans to launch additional chicken items — potentially including strips — if they prove successful. The goal is to establish Taco Bell as a go-to spot for crispy chicken, but done with its own unique twist.
Although the frenzy around Popeyes’ chicken sandwich has cooled since its explosive debut five years ago, the item remains a staple. Other chains continue to build on the concept: Wendy’s recently launched a Cajun-style version, Chick-fil-A revived a barbecue flavor, and Zaxby’s put a new spin on things with quesadillas stuffed with tenders.
While chicken sandwiches are far from obsolete, the real energy and creativity in the fast food space today is centered on tenders and nuggets — a shift that shows no signs of slowing down.
