Crocone Chicken is the direction of new consumption and products in the United States of America
In 1995, Chick-Li-A developed an advertising plate in the US state of Georgia decorated with three cows carrying stickers announced “More Chikin”. Later, this image became the brand of their advertising campaign, persuading people to exchange hamburger with chicken sandwiches.
After three decades, the saying may be true ever.
American chains focused on US chicken, especially lift cane and Wingstop, among all restaurant categories in 2024. Increased sales of both chains, two numbers, many of which exceeded their competitors in Hamperger, according to a new report issued by CIRK for consumers.
The indisputable appetite was forced to birds, especially nuggets and slices, McDonald’s, Taco Bill and Windies to control their offers and invest in the category, where consumers eat more chicken.
“Customers still love hamburger, but really multi -use chicken and they have younger they have greater preference for chicken,” said David Hink, director of consumer research company at Technomic.
In particular, younger consumers believe that there is a “healthy aura” with chicken, who realize that it is healthier compared to red meat, although the bird is baked and frying. In addition, it is easier to eat nuggets and pieces of chicken anywhere than sandwiches and more adaptable to the specific tastes.
“Slices and nuggets can be customized,” he added.
The Wingstop, which succeeds thanks to its focus on the birds, said that its research shows that the generation Z loves to try the sauces – the company sells about ten varieties – and prefers red chicken.
Recently, the network has restarted its slices with more crunchy coverage, and the preference of another Z generation, so that “this fits perfectly with the demographic file in Wingstop”, which tends to be smaller than its competitors.
However, the chicken has a “global attraction”, as Christnon said. “It is clear that the proteins are at the present time and I do not know anyone who does not like chicken.”
Another factor that contributes to increasing the popularity of slides and nuggets is the texture. The last survey conducted by Consulting Firm Menuds explains that the “crunchy” and “hidden” descriptions are at the highest consumer preferences, which explains the reason for its marketing now as “wavy chicken” instead of “fried”.
Mif Webster, head of the list of matters, told CNN, “not using” fried “may not have to do with the fact that he is bad or consumers oppose this, but with the fact that” fried “does not provide any emotional component of the consumer and a potential feeling of guilt.
In fact, the reference to the “crunchy chicken” has grown in the United States’s fast food lists by 16 % since 2021, according to the directions of the DETASENTIAL menu. The research company also found that the number of new crunchy chicken elements doubled in the first quarter of this year compared to the same period in 2023.
Like Taco Bell, who tries to master the “crunchy chicken” sector with a variety of bird shows. The network recently returned its nuggets to a second test, and if it is successful like the last time, it plans to add more chicken elements next year, and may include strips.
“We enter the chicken game. We take it seriously and want to make sure that we will do that,” Taylor Montgomery, Tako Bell Marketing Director, told CNN. “We want to make sure that we will make Taco Bell a destination for crunchy chicken.”
Although the hysteria around the Pobies chicken sandwich five years ago, the element still occupies an important place in the menus. In recent weeks, Wendy’s has added a new version inspired by CAJUN, has repeated the Chick-Fil-A barbecue option, and Zaxby’s Remx with the new Questadillas spraled fillet.
Henx concluded from the technique of “Sindoucat is not dead at all, but it seems that innovation and excitement have moved to chicken and nuggets.”
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