Once the king of the combo meal, burgers are facing stiff competition from a longtime menu rival: fried chicken. Last year, chains like Raising Cane’s and Wingstop enjoyed double-digit jumps in sales as they outperformed every other restaurant category by focusing on chicken tenders and nuggets. Now McDonald’s, Wendy’s, and even Taco Bell are investing more in poultry. Experts say younger consumers prefer chicken, partly because they see it as a healthier alternative to red meat—even when it’s deep fried. This shift is a big deal for restaurant chains and could potentially reshape the fast food industry if demand for crispy chicken keeps growing.

Market researchers claim chicken tenders and nuggets appeal to Gen Z consumers for several reasons. They’re portable, easy to dip in sauces, and they feel more customizable than a traditional sandwich. Wingstop recently relaunched its tenders with a crispier texture, responding to what younger customers say they want. Taco Bell, which is known for experimenting, just brought back its chicken nuggets for another test run and is considering adding strips. Taco Bell’s chief marketing officer Taylor Montgomery said the company wants to become “a destination for crispy chicken,” not just tacos. “We’re getting into the chicken game. We’re serious about it and we want to make sure that we do it our way,” said Montogomery. 

Chains are also changing how they market these items. Instead of saying “fried chicken,” menus now highlight “crispy” or “crunchy” to make customers feel better about indulging. According to market research, use of the phrase “crispy chicken” has grown 16% since 2021. Meanwhile, mentions of new chicken items have doubled in just the first quarter of this year. Fast food companies are trying to ride the wave of consumer preferences and win loyalty from younger eaters who want taste, texture, and variety. With more chicken items popping up each month, burgers could eventually lose their spot at the top.

Questions: 

1. Do you think McDonald’s and Taco Bell can win back customers from chicken-focused chains like Raising Cane’s and Wingstop? Why or why not?
2. Why are fast food chains marketing fried chicken items as “crispy” or “crunchy”? What are the possible benefits of this strategy? 

Source: Jordan Valinsky, “Why Crispy Chicken Is the Latest Battleground in Fast Food,” CNN, May 3, 2025.