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Over the last several years the crispy chicken sandwich has gone from humble menu staple to hot ticket as major quick-service chains battle for chicken sandwich dominance. The current “chicken sandwich wars”—along with the poultry handheld’s ease of preparation, versatility, and high profit margins—have operators in all segments clucking about adding a sandwich of their own.
Also driving the current chicken craze are consumers, who ordered 2.5 billion breaded chicken sandwiches from quick-service restaurants last year, up 9% from 2019, according to market research firm The NPD Group. Additionally, orders of breaded chicken sandwiches at total restaurants increased 8% in 2020 compared to the previous year, NPD found.
“No matter which chicken sandwich wins the chicken sandwich war or which sandwich is competing with the burger, operators who put chicken sandwiches or burgers or both on their menus are headed in the right direction,” David Portalatin, NPD’s national food industry analyst, said in a statement.
With the chicken wars expected to continue for the foreseeable future, offering a singular crispy chicken sandwich can be an easy way for quick-service outlets, college and university eateries, independent restaurants, and others to elevate their establishments in the pecking order. Check out the below secrets to achieving crispy chicken sandwich success:
Choosing the right chicken
More consumers are gravitating toward authenticity of preparation in a great chicken sandwich, hence the growing popularity of terms such as “hand-breaded” on menus.
According to Datassential’s recent Condiment, Sauces and Dressings report, the term “hand-breaded” grew 24% on menus between 2015 and 2019.
Operators that want to get in on the chicken game, therefore, should start with the freshest, highest quality chicken available. Think tender, whole breast meat cut thick, marinated to spread juiciness and flavor throughout, hand-breaded, and then perfectly fried before being placed on a freshly baked bun.
But even operators who lack the kitchen staff or time to turn out such scratch-made chicken sandwiches can compete. These operators can source products that mimic back-of-house hand-breading of scratch-made chicken breast fillets from select foodservice partners. As a bonus, such products also offer the convenience of going from freezer to plate in just minutes. Choosing a fillet that already has seasoning or spice in the breading can be another secret for success.
Letting the creative juices flow
Crispy chicken sandwiches offer a blank slate for showcasing your culinary team’s creativity. Simply swapping sauces, trying different toppings, or deploying a different bun, chefs can create a matrix of crispy chicken masterpieces. For example, serve up a hot, hot, hot version made with a crispy fillet topped with grilled jalapenos, Carolina Reaper relish, Ghost pepper Jack cheese and Scorpian sauce on a Ciabatta bun; or add Southern style with a crispy fillet topped with shredded Romain lettuce, pickles, atop a buttermilk biscuit slathered with Buttermilk-Herb mayo.
Alternatively, if this is your first foray into the crispy chicken sandwich consider serving up a classic done right. The Popeye’s chicken sandwich that kicked off the chicken wars in 2019 is an example of how to set a sandwich apart without reinventing the wheel. The fast-food chain’s Classic is a thick, all-white meat marinated chicken breast buttermilk battered and served on toasted brioche with sliced pickles and mayonnaise. The Spicy version gets a kick with cayenne in the mayo.
Turning up the heat
The hot and spicy trend has been heating up over the last decade, as more consumers seek out fiery foods and beverages. The latest research from Kalsec, a global producer of spice and herb flavor extracts, reports that 50% of consumers say that they choose spicy options when dining out or eating at home, double the number from just two years ago.
Operators can respond to consumers’ increased interest in all-things-spicy, by adding on-trend ingredients to their sandwiches, such as sriracha or togarashi (a Japanese spice mix), spicy pickle relish, or jalapeno cheddar cheese.
However, operators should be aware that some don’t like it hot. According to the Datassential report, 18% of consumers say they “don’t like spicy at all.”
Not surprisingly, those that like it hot, tend to be younger generations, those that don’t tend to skew older. If your customers are Gen Z or Millennials, consider using spicier chiles and other heat-inducing ingredients. If your target tends toward over 40, it might be fitting to menu more flavorful and milder spice.
One thing the chicken wars have made apparent is that menuing a crispy chicken sandwich—be it classic, spicy or something totally different—is a step in the right direction in terms of growing sales and traffic. Using the choicest poultry product can ensure it’s easy to prepare, highly profitable, and gives your customers something to cluck about.
