How You Can Compete in a World Post-Chicken Sandwich Wars
Ever since 2019, crispy chicken sandwiches have been as good as gold for national chains and mom-and-pop shops alike. The sudden race to get in the game was a poultry phenomenon that came to be known as “The Chicken Sandwich Wars.”
Today, 74% of quick-serve restaurants, convenience stores, and full-service eateries are still enjoying the success of having those tender, tasty sandwiches on their menus.1 Haven’t jumped in yet? Here’s how to succeed in the (still very active) world of crispy chicken sandwiches.Chicken Sandwiches are Still Driving Revenue
The bulk of the wars may be over, but premium chicken sandwiches are still in high demand. Chicken sandwiches continue to have a growing presence in restaurants around the country, showing up on 47% of menus,2 plus social media posts around the web.3
And it’s easy to see why. With a balance of flavor, comfort and a health-halo, crispy chicken sandwiches have no problem appealing to wider audiences.
Pair that popularity with higher price points and pre-prepared options like par-fried filets that save prep time, and these handheld wonders become big opportunity for operators.
Classic Crispy Chicken Sandwich with Tomatoes, Mayo, and Pickles
What it Takes to Compete Today
1. Quality is Key
Being over five years out from the start of the craze, consumers today expect more than the basics.1 Premium breading and bold flavors, like buffalo or swicy, make all the difference, along with soft, perfectly toasted buns, creamy mayo, and fresh, crisp produce like lettuce, pickles, tomato, and onion.
Bonus points if you get descriptive with your ingredients. Use “brioche bun” instead of “bun” and “heirloom tomato” instead of “tomato” to entice more appetites. If you add cheese, aim for a popular variety like parmesan, jack, cheddar and mozzarella.1
2. Use the Right Products for Your Situation
Par-fried or fully cooked filets give you consistent results with less effort, helping you optimize your back-of-house. Plus, that time saved is money saved, giving you even more of a boost toward profitability. On the other hand, if you want to add your own culinary touch, try raw or ready to cook filets that can be dressed up however you prefer.
3. Stay on Top of Trends
The novelty and excitement during the chicken sandwich wars gave customers the thrill of being part of something special. Today, you can still create that same delight by tapping into today’s sandwich trends, such as:
- sourdough bread, predicted to grow on menus over the next 4 years1
- pickle carriers, up 587% in social media mentions5
- caesar salad sandwiches, up 449% in social media mentions5
- hot honey, predicted to outperform all other foods over the next 4 years4
4. Get People Talking
An amazing chicken sandwich will only be successful if you get creative with promotions and advertisements. Introduce your newest menu item to potential guests by using social media to show off its flavor and ingredients, enticing the first round of customers. After that, watch their word of mouth do the rest of the work for you!Stay Competitive with Twists on Chicken Sandwiches
What began as a fast-food battle has become a playground for creativity. Restaurants now stand out with special twists, global influences and different carriers, like artisan breads.
Bang-bang sauce, sweet paprika, and tartar sauce are some of the top unique chicken flavor pairings consumers are talking about.3 Other restaurants are serving up variations like chicken tandoori and chicken pesto sandwiches.4
Interesting adaptations like these are perfect for one-time specials, especially when 61% of operators are saying LTOs are a profit center for their business and 65% of consumers visit restaurants specifically for an LTO.4
Here are some other ideas to get you started on your crispy chicken sandwich journey:
Southern Pride Chicken Sandwich with Cabbage Apple Slaw, Clover Honey, and Pimento Cheese on a Biscuit
The Cowboy Chicken Sandwich with Crispy Onion Straws, Bacon, BBQ Sauce, and Gouda on an Onion Roll
Spicy Seoul Food Chicken Sandwich with Broccoli Slaw and Gochujang Sauce on a Black Sesame Brioche Roll
The Spicy Classic with Spicy Pickles and Mayo on a Brioche Bun
1 Datassential, 2025
2 Technomic, 2024
3 Tastewise, 2025
4 Datassential, 2024
5 Yelp, 2025
2 Technomic, 2024
3 Tastewise, 2025
4 Datassential, 2024
5 Yelp, 2025
