Burger Chains Focus on Chicken Menu Items

Published By : 01 Jul 2016 | Published By : QYRESEARCH

In the fast food industry, the market players are focusing on innovative marketing strategies and new additions to their menus in terms of flavours to appeal to customers. Furthermore, the key brands in this industry are emphasizing on healthy food options to gain the approval of various regulatory authorities. In the past five years, the fast food industry in the U.S. has witnessed the arrival of smaller brands that are giving stiff competition to the established brands such as McDonald’s and Wendy’s. These chains known as “Better Burger” chains include players such as Five Guys and Smashburger and are compelling established brands to change their marketing strategies. 

Chicken Chains Emerge as Fastest-Growing Restaurant Chains

There has been a sea change in the U.S. fast food industry, especially in terms of consumer behaviour. With the growing focus on healthy eating, an increasing number of customers are cutting down the consumption of burgers which are supposed to be a source of trans-fat. In the fastest-growing restaurant chains in the country revealed by the Restaurant News, chicken chains such as Wingstop, Chick-fil-A, and Raising Cane’s Chicken Fingers rank among the top five. Poultry has earned a healthier reputation compared to beef and fries. As a result, diners are preferring buffalo wings and fried chicken sandwiches over burgers and fries. 

However, the rise in the sales of chicken chains has led to a decline in the demand for better-burger chains such as Smashburger, Shake Shack, and Five Guys. Industry analysts have projected that burger chains will further register a decline in their sales in the near future. This has compelled the burger chains to invest in chicken items. For example, last year, McDonald’s added Chick-fil-A to its menu. Shake Shack also follow the suit and has introduced Chicken Shack.

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