Fast-food giants like Yum! Brands’ KFC and McDonald’s are reigniting their focus on chicken tenders, aiming to entice customers with a sure bet on a beloved classic. According to Technomic’s Ignite Menu data, nearly half of fast-food outlets now offer chicken tenders, marking a 5.7% increase from the same period in 2019. These eateries are also creatively incorporating chicken tenders into dishes like salads and wraps.
Yum! Brands’ Taco Bell is experimenting with chicken strips in tacos and burritos, while McDonald’s is testing variations of its McCrispy sandwich, planning to introduce it in almost every global market by the end of 2025.
The chicken tender segment is booming, now a $6 billion category that’s moved beyond just kids’ menus. Take Raising Cane’s, for instance, which focuses solely on chicken fingers. Earlier this year, they marked their first billion-dollar quarter with significant growth in same-store sales and traffic during the third quarter.
Raising Cane’s co-CEO AJ Kumaran attributes their success to the taste and value of their chicken tenders, which have earned them a devoted customer base. “Our customers seek everyday value, not gimmicks,” Kumaran stated. “We confidently fulfill that promise, which leaves us optimistic about our continued success.”
In October, KFC launched a bold “chicken tenders battle” campaign for its new offerings, complete with a cheeky ad targeting competitors. KFC’s team even visited Popeyes, Chick-fil-A, and Raising Cane’s in cities like Baton Rouge, New Orleans, and Atlanta to hand out free samples right outside the rival restaurants.
Just two months before this campaign, KFC appointed Catherine Tan-Gillespie as the new U.S. chief marketing officer. “Our fried chicken tenders are the best in the world, so I thought we should start a competition,” she remarked.
The question remains: which chicken chain will come out on top? Stay tuned to find out more.
