Chicken has never been more popular in foodservice, but popularity alone won't protect operators who fail to differentiate. With chicken appearing on virtually every menu at every price point, the real battle is no longer about the protein itself.
"It's not that all of a sudden chicken is everywhere — it's always been everywhere," said Maeve Webster, president of Menu Matters. "But what are the operators doing with it?"
Webster will discuss which chicken products and formats are gaining traction in foodservice, what’s falling flat and where white space opportunities exist 2026 Chicken Marketing Summit, scheduled for July 27-29, 2026 at the Innisbrook Resort in Palm Harbor, Florida.
Registration is now open with early bird savings until May 31.
Don't get stuck in the trend trap
The proliferation of similar sounding chicken sandwiches at quick service restaurants illustrates the risk of what Webster calls the "trend hamster wheel," a cycle of operators rushing to replicate what's working for competitors rather than developing something meaningful to their own brand.
"Are they just offering the same chicken sandwich that every other operator down the road is offering?" she said. "Figure out what's good for your own brand, what fits within your own brand voice and brand strategy."
The fried chicken sandwich, while still a menu staple with a growing global footprint, is no longer enough on its own to move the needle. Consumers expect more.
Execution, consistency are non-negotiable
Before operators can differentiate on flavor or format, they must first get the basics right. In an environment where consumers are scrutinizing every dollar spent, inconsistency is fatal, Webster argued.
"Consumers, particularly now, go in and know that every time they order that item it is going to be just as good as the last time," she said. "It takes so much to earn the money that we're making — you don't want to feel like every other time it's going to be worth it."
Consistency, she added, is itself a form of value, one that operators often underestimate.
Where opportunity lives
For operators willing to think beyond the obvious, Webster sees opportunity.
Chicken thighs are gaining mainstream traction, embraced by both chefs and consumers for their versatility and compatibility with global flavor profiles. Marinades and non-fried preparations are opening new menu territory.
Snacking represents another fast-growing frontier. Formats such as strips and nuggets resonate with younger consumers, and chicken's relatively clean ingredient positioning gives it a natural advantage as scrutiny of ultra-processed foods intensifies.
"Chicken works very well in small bite and snack sizes, where it's a little more challenging for something like beef to play," Webster noted.
Global cuisine continues to drive flavor innovation as well, with chicken's versatility across culinary traditions making it uniquely suited to authentic and inspired applications alike.
"It's about creating really unique, differentiated solutions for customers," she said. "Chicken is an excellent product to work with in order to do that. It's just changing the mindset."
Attend the 2026 Chicken Marketing Summit
Make plans to attend the 2026 Chicken Marketing Summit, scheduled for July 27-29 at the Innisbrook Resort in Palm Harbor, Florida.
Serving a unique cross section of the chicken supply chain, the 2026 Chicken Marketing Summit will feature the theme “The Protein Moment.” The one-of-a-kind event explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.
Registration for the 2026 Chicken Marketing Summit is now open, with early bird savings until May 31. For more information, go to www.chickenmarketingsummit.com.
NOW OPEN: Nominate excellence in chicken marketing for the Chicken Marketer of the Year Award!
