The fast food chicken sandwich wars of 2019 may feel like a distant memory, but according to Jamie Leventhal from Morning Brew, those battles were just the beginning of an ongoing poultry revolution in the fast food industry. What started as a craze over chicken sandwiches has evolved into a broader competition as fast food chains continue to expand their chicken offerings at an unprecedented rate.
A Shift from Burgers to Chicken
In a nation historically obsessed with burgers, it’s surprising to see fast food chains pivoting toward chicken. Leventhal points out that restaurants are adding more chicken items – like nuggets, tenders, tacos, and wings – at a faster pace than they’re introducing new beef options. This shift is particularly striking given the iconic status of burgers in American fast food culture.
Chick-fil-A’s Role in the Chicken Renaissance
Leventhal highlights Chick-fil-A as a major player in this shift. Known for its focus on chicken long before the 2019 chicken sandwich wars, Chick-fil-A has seen its sales more than quadruple over the past decade, making it the third-largest quick service restaurant chain in the U.S. by sales. The success of Chick-fil-A and the explosive popularity of Popeyes’ chicken sandwich in 2019 set the stage for other fast food chains to jump on the chicken bandwagon.
The Chicken Sandwich Craze Continues
The chicken sandwich wars didn’t end in 2019; they only expanded. Leventhal notes that major fast food chains like McDonald’s, Wendy’s, and KFC have all introduced or revamped their chicken sandwiches since then, with McDonald’s Crispy Chicken Sandwich generating $1 billion in annual global sales. This shows that the demand for chicken sandwiches remains strong, driving restaurants to continually innovate and compete.
The Economics of Chicken vs. Beef
One of the reasons for the shift toward chicken, Leventhal explains, is economics. Chicken is not only cheaper to produce but also more profitable for restaurants. The cost of raising cattle has increased due to factors like droughts and rising feed prices, making beef more expensive for consumers. In contrast, the costs associated with chicken production have remained relatively stable, giving chicken an economic advantage over beef.
Rising Costs and Changing Consumer Preferences
Leventhal discusses how rising labor costs have also contributed to the trend. As state minimum wages increase, fast food restaurants are raising menu prices to cover these additional expenses. With beef prices climbing faster than chicken, consumers are gravitating toward more affordable chicken options. This shift in consumer preferences is helping to fuel the continued expansion of chicken menus.
The Chicken Supply Chain and Market Demand
Despite the growing demand for chicken, supply chain challenges are emerging. Leventhal points out that major chicken producers are struggling to hatch enough chicks to meet demand, leading to a decrease in the amount of chicken in cold storage and a 30% rise in boneless, skinless chicken breast prices. These supply issues could impact prices and availability, but for now, chicken remains a more profitable option for fast food chains compared to beef.
The Future of Fast Food: Chicken on the Rise
As the fast food industry continues to navigate economic pressures and changing consumer preferences, Leventhal predicts that chicken will remain a dominant force. With its lower costs, versatility, and continued consumer demand, chicken is poised to outgrow other categories and become an even more integral part of fast food menus.
“Chicken’s Carbon Footprint”
People in the comments shared their thoughts: “In other words, it’s cheaper and more profitable to use chicken. Typical.”
Another commenter said: “beef is more expensive than chicken, is it really that shocking that fast food stores, which are known for being cheap, are choosing chicken over beef?”
One person added: “The hidden bonus is that chicken’s carbon footprint is by far the best you can get to help with climate change”
A New Era in Fast Food
In conclusion, the fast food chicken wars are far from over. As Leventhal aptly notes, chicken offers a winning combination of economics, versatility, and consumer appeal, ensuring that it will continue to play a central role in the fast food landscape. Whether through innovative new products or classic staples, fast food chains are betting big on chicken, and it seems that this poultry-centric trend is here to stay.
Shaping the Fast Food Industry
What do you think? How do you think the rising costs of beef and labor will continue to shape the fast food industry in the coming years? What impact do you believe the ongoing chicken wars will have on smaller fast food chains and their ability to compete? Do you think consumer preferences for chicken over beef are driven more by cost or by taste?
Explore the full insights by viewing the video on Morning Brew’s YouTube channel here.
