September is recognized as National Chicken Month, and it couldn’t come at a more fitting time. Across the U.S., consumers are flocking to quick-service (QSR) and fast-casual restaurants that specialize in chicken, fueling what many industry observers now call the “chicken craze.” From crispy fried sandwiches and spicy tenders to grilled, healthier options and globally inspired flavors, chicken has secured its place as the undisputed centerpiece of American dining.

Over the past decade, chicken has steadily climbed the charts to become the nation’s preferred protein, outpacing beef and pork in both consumption and menu variety. This surge has sparked the rapid growth of chicken-centric franchises, ranging from powerhouse brands like Chick-fil-A, Popeyes, and Raising Cane’s to emerging regional players eager to capture consumer demand. The so-called “chicken sandwich wars” of the last few years didn’t just generate headlines—they signaled a broader industry shift, one that positioned chicken as both an everyday staple and a culinary innovation playground.

The frenzy is more than just a passing fad. Demographic preferences, perceived health benefits, affordability, and the versatility of chicken in menu development have combined to create a perfect storm of demand. At the same time, these brands are getting smarter in how they connect with their customers. Chicken-focused franchises are leveraging data-driven, multichannel marketing strategies—from digital and mobile campaigns to direct mail and connected TV—to ensure they meet hungry consumers wherever they are in the customer journey.

As we celebrate National Chicken Month, it’s worth looking at what’s behind this booming category, which regions of the country are most obsessed with chicken, and how brands are capitalizing on both consumer demand and innovative marketing tactics to stay ahead of the game.

The Rise of the Chicken Craze

Chicken has long been a staple in American households, but its dominance in QSR and fast-casual dining has accelerated in the last decade. According to the USDA, chicken is now the most consumed meat in the U.S., surpassing beef by a wide margin. Consumers cite taste, price, and the perception of chicken as a “healthier” protein as key drivers of this shift.

The “chicken craze” gained cultural momentum during the chicken sandwich wars. When Popeyes launched its now-iconic chicken sandwich in 2019, it not only ignited viral buzz but also forced competitors like McDonald’s, Wendy’s, and Burger King to enhance their chicken offerings. That competition highlighted consumer demand and reshaped menu strategies across the industry. Innovation in chicken offerings is taking center stage, with inventive sauces becoming a key differentiator—34% of consumers now consider sauce options when choosing a restaurant, according to Technomic’s Flavor Consumer Trend Report.

Meanwhile, brands like Raising Cane’s built entire empires on chicken tenders, proving that a simple, focused menu could achieve national scale if executed consistently. Even fast-casual brands like Sweetgreen and Chipotle have leaned heavily into chicken options, underscoring its role across different dining tiers.

What’s Driving the Demand?

Several factors fuel America’s chicken obsession:

• Affordability: Compared to beef and seafood, chicken remains a cost-effective protein option for both restaurants and consumers.
• Perceived Health Benefits: While fried chicken is a fan favorite, grilled and baked chicken options align with consumer demand for “better-for-you” dining.
• Menu Versatility: Chicken works across formats—sandwiches, tenders, salads, wraps, and bowls—making it a dream protein for operators looking to innovate.
• Cultural Influence: Global flavors have expanded consumer palates. Korean fried chicken, Nashville hot, and spicy Latin-inspired marinades are no longer niche, they’re mainstream.

Hot Geographies: Where Chicken Rules the Menu

While chicken enjoys popularity nationwide, certain regions are leading the charge:

• The South: The birthplace of fried chicken remains the epicenter of chicken consumption. From Nashville hot chicken to Atlanta-based Chick-fil-A, Southern markets are synonymous with chicken innovation.
• The Midwest: Known for hearty comfort foods, Midwestern consumers embrace chicken as both an affordable staple and a versatile protein for sandwiches, tenders, and wings.
• Texas & the Southwest: Chains like Raising Cane’s and regional wing concepts have taken hold, fueled by younger demographics and a growing appetite for bold, spicy flavors.
• Urban Markets: Major cities like New York, Chicago, and Los Angeles have become testing grounds for global chicken flavors—from Korean fried chicken to Peruvian rotisserie—reflecting multicultural dining trends.

The regional love for chicken often informs franchise expansion strategies, with brands planting their flag first in areas with a proven appetite for poultry before moving nationwide.

How Chicken Franchises Are Marketing Smarter

Chicken-focused QSR and fast-casual brands know the competition is fierce. To stand out, they are turning to data-driven, multichannel strategies that allow them to reach consumers across every stage of the journey.

• Digital Display & Paid Social: Social platforms like TikTok and Instagram amplify viral menu launches. Franchises use hyper-targeted ads to reach younger audiences who fuel trends.
• Connected TV (CTV) & Pre-Roll: Streaming ads let brands showcase mouth-watering visuals while targeting specific households based on demographics and interests.
• Mailbox Solutions: Price-sensitive customers are still highly responsive to coupons and limited-time offers delivered straight to their homes. For chicken brands leaning on value, this channel is critical.
• Search Engine Marketing (SEM): When hunger strikes, consumers turn to Google. Smart SEM campaigns ensure that “chicken sandwich near me” or “best chicken tenders” searches drive traffic directly to franchise locations.
• Digital Out-of-Home (DOOH): Digital billboards and displays near high-traffic areas remind consumers of quick, convenient chicken options just around the corner.

When integrated together, these channels form a full-funnel strategy by raising awareness through high-visibility ads, driving consideration through targeted campaigns, and closing the loop with promotions that convert hungry consumers into loyal fans.

The Future of Chicken in QSR and Fast-Casual

The chicken craze shows no signs of slowing. In fact, rising beef prices, growing health consciousness, and a cultural appetite for bold flavors suggest that chicken will remain America’s go-to protein for years to come. For franchises, this means doubling down on innovation, expanding into chicken-loving geographies, and continuing to refine data-driven marketing strategies that keep them ahead of the curve.

As Mspark celebrates National Chicken Month all September, one thing is clear: the chicken craze isn’t just a moment—it’s a movement! QSR and fast-casual chicken franchises that can marry consumer demand with smart marketing execution will be the ones that continue to soar.

Learn more about Mspark’s multichannel marketing solutions to reach targeted local consumers or Contact Us to connect with an expert today.