Chicken rules the roost this fall on fast food menus
Burger King's new US fall menu lineup is heavy on chicken-based sandwiches and wraps, making good on predictions made nearly a year ago by industry observers that chicken will be fast food's new beef.
Early this week, the second largest burger chain in the world revealed its limited-time fall menu, which includes grilled chicken sandwiches with Italian basil sauce, wraps, salads, and deep-fried ‘Popcorn’ chicken, with nary a beef item mentioned.
Nearly a year ago, BurgerBusiness.com predicted that the rising price of beef and the falling prices of chicken breast would have a major impact on the fast food market in the US, with chains renewing focus on chicken-based items to offset costs.
Market research group Mintel also found that chicken has become the protein of choice among US restaurateurs with chicken-based menu items growing an average of 12 percent over the last three years, particularly in the casual dining sector and among fast food eateries.
And given the recent bad rap beef received in the debacle over pink slime -- beef trimmings zapped with ammonia gas and used as inexpensive filler -- chicken is poised to be the star protein for at least the next two years, predict Mintel analysts.
Meanwhile, after a 20-year hiatus, KFC announced plans to bring back a snack-sized sandwich called Chicken Littles this fall, following in the popularity of bite-sized slider burgers. The mini sandwiches are topped with pickles and mayo in a sweet bun for $1.29.
Wendy's, too, is heavily promoting a trio of Asiago Ranch Chicken Clubs topped with bacon, Asiago cheese and Ranch sauce.
