In an era where consumer preferences evolve rapidly, fast-food companies are betting on a familiar favorite to lure in diners: chicken tenders. Brands like Yum! Brands KFC and McDonald’s are revisiting this popular snack as a way to attract customers with a low-risk, high-reward strategy.
As of the third quarter of 2024, nearly half of all fast-food restaurants serve chicken tenders, a notable 5.7% increase from the same period in 2019. This rise in popularity reflects a growing trend where eateries are integrating chicken tenders into various dishes, such as salads and wraps, expanding the snack’s appeal beyond just the kid’s menu.
Taco Bell is also owned by Yum! Brands have joined the trend by testing chicken strips in tacos and burritos, hoping to capture a share of the growing chicken tender market. Similarly, McDonald’s is exploring versions of its McCrispy sandwich, which will soon be available in nearly every global market by the end of 2025. These moves are indicative of how fast-food chains are working to innovate their menus while still catering to the enduring love consumers have for chicken tenders.
The chicken tender market is massive, valued at $6 billion, and it has proven to be a highly lucrative category for fast food. What was once considered primarily a children’s meal has now transcended to a mainstream offering. A prime example of this success is Raising Cane’s, which offers a menu solely dedicated to chicken fingers. The company recently reported its first billion-dollar quarter, with same-store sales and traffic soaring by double digits in the third quarter of 2024.
Raising Cane’s has attributed its success to the product’s quality and value. Co-CEO AJ Kumaran explained that customers are no longer searching for gimmicks but rather for everyday value. “They’re looking for everyday value. They’re not looking for a gimmick,” Kumaran said. “We can deliver that, and because of that, we’re pretty bullish about where we are and how we will continue to deliver on that promise.” The brand’s ability to cultivate customer loyalty through high-quality, reasonably priced chicken tenders has allowed it to carve out a dominant position in the market.
KFC has also jumped on the chicken tender bandwagon, launching a new campaign aimed at positioning its tenders as the best in the business. In October, KFC introduced its “chicken tenders battle” campaign, which included a satirical advertisement poking fun at its competitors. KFC also made a bold move by visiting Popeyes, Chick-fil-A, and Raising Cane’s locations in Baton Rouge, New Orleans, and Atlanta, handing out free samples of its tenders to customers in front of its rivals’ stores.
Catherine Tan-Gillespie, the newly appointed U.S. chief marketing officer at KFC, was behind the initiative, having been hired just two months before the campaign’s launch. She expressed confidence in KFC’s product, saying, “We have the world’s best-tasting fried chicken tenders, so I felt that we should kick off a fight.”
As chicken tender offerings continue to diversify across fast-food chains, the battle for dominance in this $6 billion category is heating up. With major players like KFC, McDonald’s, and Taco Bell entering the fray, the real question is: which chain will emerge victorious in this crispy, savory showdown? Only time will tell.
Joann Hinds has been covering U.S. local news for three years, bringing stories that matter to life with accuracy and heart. Known for his keen eye for detail and a passion for community-focused reporting, Joann is dedicated to highlighting the people and events shaping everyday lives. His work reflects a deep commitment to honest and impactful journalism.