Chicken Takes the Lead in 2024 Foodservice Trends

Chicken is becoming a top performer in the foodservice industry, according to a new report from Chicago-based research firm Dataessential. The company’s latest Meat, Poultry & Seafood Keynote Report highlights a significant rise in chicken offerings across restaurant menus—and even more importantly, in consumer demand.

Poultry Consumption Is on the Rise

The data shows that 27% of consumers have increased their poultry intake, while only 6% reported a decrease—the largest net gain among protein types. Similarly, 57% of foodservice operators noted higher poultry sales in 2024, compared to just 2% who saw a decline.

“Poultry was the most common substitute for consumers reducing red meat,” said Emily Murawski, insights manager at Dataessential. “Among those who cut red meat, 37% said they were eating more poultry instead.”

Restaurants Are Doubling Down on Chicken

In response, major chains and quick-service restaurants have expanded their chicken menus. Brands like Raising Cane’s, Wingstop, Dave’s Hot Chicken, Popeyes, McDonald’s, and Taco Bell have all rolled out new poultry products. Even Chipotle and Casey’s convenience stores are joining the chicken boom.

While burgers remain the top-selling fast food item, chicken-focused restaurants are growing faster. Technomic’s Top 500 Chain Restaurant Report for 2025 showed that chicken chain sales grew by 9% in 2024, second only to beverage/snack chains.

Bite-Sized Formats and Bold Flavors Win

Consumers are also gravitating toward specific chicken formats—like tenders, wings, sandwiches, strips, and wraps. Flavor innovation is fueling the trend, with spicy, tangy, and global-inspired options dominating the market.

The “little treat culture” is driving interest in snack-sized items. Chains continue to launch limited-time offers (LTOs), such as:

  • Popeyes Pickle Glaze Chicken Sandwich

  • Wendy’s Takis Fuego Chicken Sandwich

  • Taco Bell Crispy Chicken Strips

  • McDonald’s McCrispy Strips

Taco Bell’s new strips feature white meat chicken marinated in jalapeño buttermilk, breaded with a tortilla chip and breadcrumb mix—available solo or in tacos and burritos.

Gen Z Drives Flavor Innovation

Wendy’s CEO Kirk Tanner noted that their Takis collaboration was a strategic move to attract Gen Z.

“We see chicken as a major opportunity,” he said. “Later this year, we’ll announce a broader chicken strategy.”

Cost Pressures and Supply Risks Remain

Despite rising sales, chicken pricing and supply remain key concerns for operators. Anne-Marie Roerink of 210 Analytics noted that food costs are a top issue amid post-inflation budgeting.

Chicken offers a pricing advantage compared to red meat or seafood, allowing restaurants to keep base menu prices competitive. Still, companies like Wingstop have seen profit pressure due to increased costs for bone-in wings.

The poultry market also faces uncertainty due to:

  • Highly Pathogenic Avian Influenza (HPAI)

  • Tariff ambiguity

  • Fluctuating imported beef prices, which influence protein alternatives on menus

Food Inflation Slows but Stays High

According to Technomic, foodservice inflation dropped to 4.1% in 2024, compared to 7% in both 2022 and 2023. However, prices remain elevated, and consumer sensitivity to costs continues to impact restaurant traffic.

Chicken’s Growth Outlook Is Strong

Despite ongoing challenges, the long-term outlook for chicken is bright. Dataessential reports that limited-service chicken chains grew 4.7% in unit count in 2024—second only to health-focused chains.

The fastest-growing restaurant in 2024?
Hangry Joe’s Hot Chicken & Wings, a private chain based in Tysons, Virginia, earned the Dataessential 500 Award for America’s fastest-growing chain.

Source: Food Business News