The chicken category, led by Chick-fil-A, is on a roll, according to YouGov BrandIndex, which tracks consumer attitudes toward quick service restaurants. Consumer interest in limited-service chicken chains is doing quite well, in light of the fact that other quick service and fast casual categories have languished over the past 18 months, according to a YouGov BrandIndex recent survey.
Other chicken chains, such as KFC, Church’s, Popeyes, and Boston Market, are also seeing an increase in interest, particularly in terms of all-important consumer “consideration,” according to the most recent YouGov BrankIndex survey, which intereviews 4,300 people online every weekday.
During the past 18 months at quick-service restaurants, chicken is “breaking away” from hamburgers, pizza, and Mexican food choices, says Ted Marzilli, CEO of YouGov BrandIndex. “While some 19.5 percent of consumers said they are considering chicken for their next fast-food visit, only 17.5 percent said they were considering burgers. Two percentage points can be pretty meaningful in large and mature sectors,” Marzill said.
YouGov credits Chick-fil-A, the number one chicken chain in the United States, for chicken’s current success. “While the chicken sandwich was our own little secret for years, the cat is definitely out of the bag now,” said David Farmer, vice president of menu strategy and development at Chick-fil-A.
“We are certainly seeing an uptick in the quick-service chicken trend, and we still think there is room for everybody,” Farmer said. Farmer noted that “chicken is also very versatile, so it can be used as an ingredient in any type of cuisine.” The continued expansion of Chick-Fil-A’s “healthier” menu, Farmer said, is helping to drive interest in the brand. “People are looking for healthier proteins when they are on the go, and chicken fits that bill.”
Healtheir options are key, Marzille says, and not just because so many people order them. It is also because customers like to have the “choice” to order them. “Chicken is seen as better for you, and consumers are coming down on the side of balance.”
