McDonald’s, Wendy’s, and Taco Bell Shift Menus Toward Chicken
Fast-food giants known for burgers are now chasing the chicken craze. McDonald’s introduced its first permanent new menu item in four years—McCrispy Strips—made entirely of white meat, acknowledging that customers “want more chicken.” Wendy’s also jumped in, launching a Cajun-spiced chicken sandwich in April, the same month Taco Bell brought back its chicken nuggets with hopes of becoming a “go-to destination for crispy chicken.”
The poultry push comes as fast-food sales shrink across the board. McDonald’s U.S. sales dropped 3.6% last quarter—its worst since 2020. Wendy’s reported a 1.1% global sales dip and adjusted its yearly outlook. Chipotle also saw a 0.4% sales slide, partially offset by its limited-time honey chicken promotion.
Chicken Demand Soars as Diners Rebel Against High Prices
Restaurant-goers are cutting back, demanding more value, and leaning heavily into chicken. Grubhub data shows chicken appeared in nearly 40% of all orders last year and was bought nearly three times more than beef at grocery stores. Visits to chicken-focused spots rose 4.3% in Q3 2024, while visits to burger joints and other fast-casual chains declined.
The shift is also about economics. Chicken prices rose just 1.3% in March 2025 compared to an 8.6% jump for beef, according to federal data. “The reason they’re doing this, as much as anything else, is really about competitiveness,” said Jonathan Maze, editor-in-chief of Restaurant Business magazine.
Chicken Chains Thrive as Finger Food Craze Grows
Brands like Dave’s Hot Chicken, Raising Cane’s, and Church’s Chicken are winning with simple, flavorful finger foods—something big chains are trying to replicate. Operators are also leaning into new dipping sauces and creative flavor profiles that appeal to younger consumers while keeping operations efficient.
Wendy’s says its chicken offerings “consistently resonate” with customers and that it expects the momentum to continue. McDonald’s is even teasing the return of its cult-favorite chicken Snack Wrap, and Taco Bell’s limited-run nuggets sold out so fast, the company is considering a permanent menu spot.
Tyson Sees Chicken Boom While Beef Struggles
Tyson Foods, a key chicken supplier to fast-food restaurants, reported “double-digit growth” in its chicken business while calling the beef market “the most challenging conditions we have ever seen.” Chicken has become a bright spot in an otherwise cautious food landscape.
Even as chicken sales rise, not every chain is benefiting. KFC reported a 1% sales dip in the U.S., while competitors like Wingstop and Raising Cane’s continue to outpace it. Taco Bell, on the other hand, saw a 9% sales increase in Q1, fueled not just by crispy chicken but by other items like Steak and Queso Crunchwrap Sliders.
Chicken Isn’t Just a Trend—It’s Fast Food’s Future
With menu price fatigue setting in, fast-food brands are trying all kinds of strategies to stay relevant—from app upgrades to loyalty programs. But nothing is hitting quite like chicken. “Americans love chicken, frankly,” Maze said, “and these big fast-food chains are pretty intent on giving it to them.”
