The Chicken Revolution: Why Young People Are Switching from Burgers

The burger, once a staple in American fast food, is facing tough competition from the chicken sandwich. This shift is not just a fad but a reflection of changing consumer preferences, especially among Gen Z. The demand for chicken sandwiches has been on the rise, with more chicken restaurants opening and burger joints closing. Between 2019 and 2024, around 2, 800 new chicken restaurants popped up across the United States, while about 1, 200 burger places shut down. This trend is backed by data showing a 19 percent increase in fried chicken sandwich consumption nationwide, while hamburger consumption dropped by 3 percent. Visits to chicken restaurants have also been increasing, outpacing trips to other fast-food spots. Chicken chains are leading the way in the fast-food industry. Major players like McDonald's and Chick-fil-A, both of which offer chicken sandwiches, are generating massive sales. McDonald's, for instance, has been pushing its chicken menu, with the McCrispy sandwich becoming a hit in over 70 markets. The company is also exploring new chicken limited-time offers, like the Chicken Big Mac, to keep up with the demand. Popeyes, another major chicken chain, has seen consistent success with its chicken sandwiches. Since launching in 2019, Popeyes has maintained strong customer loyalty and has introduced flavor innovations like the Pickle Glazed Chicken Sandwich. The demand for high-quality chicken sandwiches shows no signs of slowing down, with consumers craving more creative and exciting options. This trend has pushed chicken chains to innovate and expand their menus, staying true to their roots while pushing boundaries. The shift towards chicken sandwiches is driven by several factors. Chicken is generally cheaper than beef, making it an attractive option for budget-conscious consumers. Additionally, chicken is often perceived as healthier, aligning with the growing health-consciousness among Americans. This is particularly relevant in the context of rising weight-loss drugs and increased awareness of sustainable eating. Sustainability is another key factor. Many consumers, especially Gen Z, are more concerned about the environmental impact of their food choices. Chicken is often seen as a more sustainable option compared to beef, which is associated with higher environmental costs. This perception is reinforced by studies showing that Gen Z is willing to pay more for sustainable products and is more conscious of the planet's health. The trend towards chicken sandwiches is likely to continue, driven by health, sustainability, and economic factors. As more consumers opt for chicken over beef, the fast-food industry will need to adapt, offering more innovative and sustainable options to meet the changing demands of their customers.