Restaurants: Could Gen Z Kill Off the American Hamburger?

Why it is the topic trending:

• Rise of Chicken Sandwich Popularity: The article highlights a significant shift in consumer demand from hamburgers to chicken sandwiches in the United States.

• Restaurant Industry Trends: Data from Circana indicates a considerable increase in the number of chicken restaurants opening compared to burger joints closing in recent years.

• Increased Chicken Consumption: Statistics show a notable rise in the consumption of fried chicken sandwiches in restaurants alongside a decline in hamburger consumption.

• Outperformance of Chicken Chains: Chicken-focused restaurants have been performing better than other fast-food and fast-casual establishments, including those specializing in hamburgers.

• Gen Z's Influence on Food Choices: Experts attribute part of this trend to Gen Z's growing interest in sustainability and health, factors that favor chicken over beef.

Overview: A noticeable shift is occurring in American dining preferences, with the classic hamburger seemingly losing ground to the burgeoning popularity of chicken sandwiches. This trend is supported by restaurant industry data showing a significant increase in chicken restaurant openings and a decrease in burger joint numbers. Moreover, the consumption of chicken sandwiches in restaurants has surged, while hamburger consumption has seen a decline. This shift is not limited to smaller chains, as major players like McDonald's are also recognizing the importance of their chicken offerings and planning further expansion in this area. Experts suggest that this change is partly driven by Gen Z consumers, who are increasingly prioritizing sustainability and health in their food choices, factors that often favor chicken over beef. The perception that chicken is more affordable, healthier, and better for the environment compared to beef is contributing to this growing preference.

Detailed Findings:

• Shift in Restaurant Landscape: Between 2019 and 2024, approximately 2,800 chicken restaurants opened in the U.S., while about 1,200 burger joints closed, according to Circana's 2025 trends report.

• Consumption Trends: During the same period, the consumption of fried chicken sandwiches in restaurants increased by 19 percent nationwide, whereas hamburger consumption decreased by 3 percent.

• Growth in Visits to Chicken Restaurants: Visits to chicken restaurants saw a year-over-year increase of 4.3 percent in the third quarter of 2024, outperforming other fast-food and fast-casual restaurants.

• Chicken Chains Leading in Hamburger Category: In 2024, chicken chains outperformed other restaurants even within the hamburger category, as per Circana's 2025 Definitive U.S. Restaurant Ranking Report.

• McDonald's Focus on Chicken: McDonald's acknowledges the importance of chicken and aims to increase its chicken market share by the end of 2026, highlighting the success of products like the McCrispy.

• Popeyes' Strong Performance with Chicken Sandwiches: Popeyes Louisiana Kitchen has experienced consistent demand and strong guest loyalty for its chicken sandwiches since their launch in 2019, with flavor innovations further driving excitement.

• Cost Difference Between Chicken and Beef: In 2024, the average price of beef was over $8 per pound, while chicken averaged just under $2 per pound, making chicken a more affordable option.

• Health Perceptions: Chicken is generally considered healthier than beef due to lower fat content, and consumers have become increasingly health-conscious.

• Impact of Weight-Loss Trends: The rise of weight-loss drugs like Ozempic may be contributing to the shift towards chicken, as consumers become more weight-conscious.

• Sustainability Concerns: There is a growing perception that beef production has a greater environmental impact compared to chicken, influencing consumer choices, especially among Gen Z.

• Gen Z's Preference for Chicken and Lower Meat Consumption: Gen Z consumers show a preference for chicken over beef and, as a generation, tend to eat less meat and significantly less beef than older generations.

• High-Protein Diet Popularity: High-protein diets were the most followed in the U.S. in 2024, aligning with chicken's nutritional profile.

• Vegetarianism in Gen Z: A significant portion of vegetarians in America falls within the Gen Z age range, indicating a general tendency towards more environmentally friendly protein sources or meat reduction.

Key success factors of product (trend):

• Perceived Health Benefits: Chicken is widely seen as a healthier alternative to beef due to its lower fat content.

• Affordability: The significantly lower price point of chicken compared to beef makes it an attractive option for budget-conscious consumers.

• Versatility and Flavor Innovation: Chicken offers more creative possibilities for flavor profiles compared to traditional hamburgers, allowing for the introduction of global flavors and premium ingredients.

• Sustainability Perceptions: Chicken is generally perceived as a more sustainable and environmentally friendly protein source compared to beef.

• Adaptability to Various Formats: Chicken can be easily adapted into various popular formats like sandwiches, strips, and more, catering to different preferences.

Key Takeaway: The American hamburger is facing increasing competition from chicken sandwiches, driven by factors like affordability, perceived health benefits, versatility in flavor, and sustainability concerns, particularly among the influential Gen Z demographic. This shift is evident in restaurant industry trends and consumer consumption patterns, suggesting a potential long-term change in American fast-food preferences.

Main Trend: The Rise of Chicken Over the American Hamburger

Description of the trend (please name it): The Pecking Order Shift: Chicken Sandwiches Challenging Hamburger Dominance

What is consumer motivation:

• Seeking Healthier Options: Consumers are increasingly conscious of their health and perceive chicken as a leaner and healthier protein compared to beef in hamburgers.

• Value for Money: With chicken being significantly cheaper than beef, budget-conscious consumers are motivated by the affordability of chicken sandwiches.

• Desire for Flavor Variety and Innovation: Chicken offers a broader canvas for flavor exploration, allowing for more diverse and exciting taste profiles than traditional beef burgers.

• Environmental Concerns: Growing awareness about the environmental impact of food production motivates some consumers, particularly Gen Z, to choose chicken, which is often perceived as more sustainable than beef.

• Preference for High-Protein Diets: The popularity of high-protein diets aligns well with the nutritional profile of chicken.

• Enjoyment of Different Textures and Formats: Chicken sandwiches offer a different eating experience compared to hamburgers, including crispy textures and various bun and topping combinations.

What is driving trend:

• Restaurant Industry Innovation: Chicken chains are actively innovating with new flavors, formats, and premium ingredients in their chicken sandwich offerings, attracting consumers.

• Successful Product Launches: The success of popular chicken sandwiches from major chains like Popeyes and McDonald's (McCrispy) has fueled consumer interest and demand.

• Marketing and Promotion: Aggressive marketing and promotion by chicken chains highlight the appeal and variety of their chicken sandwich options.

• Changing Dietary Preferences: There is a general trend towards increased chicken consumption and decreased beef consumption in the United States.

• Gen Z's Influence: The growing purchasing power and distinct preferences of Gen Z consumers, who favor chicken for health and sustainability reasons, are significantly impacting the market.

What is motivation beyond the trend:

• Taste and Personal Preference: Many consumers simply prefer the taste and texture of chicken over beef in a sandwich format.

• Nostalgia and Comfort Food: While hamburgers have a long history as an American staple, chicken sandwiches can also evoke feelings of comfort and satisfaction.

• Convenience and Speed of Service: Both hamburgers and chicken sandwiches are typically fast-food items, but the innovative flavor profiles of chicken sandwiches might offer a perceived upgrade in experience for the same convenience.

• Social Media Influence and Trends: Popularity of specific chicken sandwiches on social media platforms can drive trial and adoption.

• Limited-Time Offers and Novelty: The introduction of unique and limited-time chicken sandwich variations creates excitement and encourages consumers to try new options.

Description of consumers article is referring to: The article primarily refers to American consumers, with a particular focus on Gen Z (born roughly between the mid-1990s and the early 2010s). Key characteristics include:

• Age: Primarily Gen Z (18-29 in 2025), but the overall trend also involves Millennials to some extent (mentioned in the context of job quitting alongside Gen Z, although their food preferences are less emphasized here).

• Gender: The article does not specify gender-based differences in preference between hamburgers and chicken sandwiches. It is likely that the trends discussed apply to both genders within Gen Z and the broader consumer base.

• Income: The article suggests that affordability is a significant factor, indicating that consumers across various income levels may be drawn to chicken due to its lower price compared to beef. However, the preference for sustainability and health in Gen Z might also extend to those with a willingness to pay more for ethically and healthily sourced options.

• Lifestyle: Gen Z consumers are portrayed as health-conscious and environmentally aware, suggesting a lifestyle that prioritizes well-being and sustainability in their consumption choices. The overall trend also reflects a broader consumer base interested in convenient fast-food options.

• Category Shopping Preferences: Consumers are showing a clear preference for chicken restaurants over burger joints. They are interested in fried chicken sandwiches and seem receptive to flavor innovations in the chicken space. There's also a noted interest in high-quality chicken sandwiches.

• Shopping Frequency: These consumers are frequent patrons of fast-food and fast-casual restaurants. The increase in visits to chicken restaurants suggests a high frequency of purchasing chicken-based meals.

• General Shopping Preferences: Gen Z consumers are particularly value-driven, considering not just price but also sustainability and ethical factors. They are likely influenced by health information and environmental concerns in their food choices. The broader consumer base also responds to affordability and flavor variety.

Conclusions: The data and expert opinions presented in the article strongly suggest a significant shift in American fast-food preferences, with chicken sandwiches gaining substantial ground over hamburgers. This trend is notably influenced by Gen Z's priorities around health, sustainability, and affordability, coupled with the restaurant industry's innovation and successful product offerings in the chicken category. While the hamburger is a long-standing American icon, its dominance in the fast-food landscape appears to be under serious challenge.

Implications for brands:

• Burger Chains Need to Innovate: Hamburger-centric restaurants might need to diversify their menus, introduce higher-quality beef options with perceived health benefits, or explore plant-based alternatives to remain competitive.

• Focus on Healthier Preparations of Beef: Highlighting leaner beef options and healthier cooking methods could appeal to health-conscious consumers.

• Address Sustainability Concerns: Burger chains could communicate their efforts towards sustainable sourcing and reducing their environmental footprint to attract Gen Z consumers.

• Chicken Restaurants Should Continue to Innovate: Chicken chains should maintain their focus on flavor innovation, introduce new formats, and cater to the growing demand for high-quality chicken sandwiches.

• Highlight Affordability: Restaurants should emphasize the value proposition of their chicken offerings, given the price difference between chicken and beef.

• Target Gen Z with Relevant Messaging: Brands should tailor their marketing to resonate with Gen Z's values, emphasizing health, sustainability, and ethical sourcing.

Implication for society:

• Potential Shift in Agricultural Production: The increasing demand for chicken and decreasing demand for beef could lead to shifts in agricultural practices and production volumes.

• Healthier Dietary Trends: If chicken consumption continues to rise over beef, it might contribute to overall healthier dietary patterns in the U.S. due to chicken's lower fat content.

• Environmental Impact Considerations: The shift from beef to chicken could have environmental implications, as the carbon footprint of poultry production differs from that of beef.

• Economic Impact on Beef Industry: The declining consumption of hamburgers could have an economic impact on the beef industry and related businesses.

Implications for consumers:

• Wider Variety of Fast-Food Choices: Consumers will have an even greater selection of chicken-based options in addition to traditional hamburgers.

• Potentially Healthier Options: The increased availability and popularity of chicken sandwiches might lead to consumers making slightly healthier choices when eating fast food.

• More Affordable Protein Option: Chicken's lower price point provides a more budget-friendly option for consumers looking for a quick meal.

• Exposure to More Diverse Flavors: The innovation in chicken sandwich flavors could lead to consumers experiencing a wider range of taste profiles in fast food.

• Consideration of Environmental Impact: Consumers, particularly Gen Z, might feel more aligned with their values by choosing chicken over beef due to sustainability perceptions.

Implication for Future:

• Continued Growth of Chicken Sandwich Market: The trend of increasing chicken sandwich popularity is likely to continue in the foreseeable future.

• Further Innovation in Chicken-Based Products: Expect to see even more diverse and creative chicken menu items beyond just sandwiches.

• Potential Decline in Hamburger Dominance: The traditional dominance of the hamburger in the American fast-food landscape may continue to erode.

• Rise of Plant-Based Alternatives: As Gen Z also shows interest in reduced meat consumption, the market for plant-based alternatives to both burgers and chicken sandwiches could also grow.

• Focus on Sustainable and Ethical Sourcing: Consumers will likely increasingly demand transparency and sustainable and ethical sourcing practices for both chicken and beef products.

Consumer Trend (name, detailed description): The Chicken Sandwich Revolution: A significant and growing consumer preference for chicken sandwiches over hamburgers in the United States, driven by factors such as perceived health benefits, affordability, flavor innovation, and sustainability concerns.

Consumer Sub Trend (name, detailed description): Gen Z's Protein Preference Shift: A notable inclination among Gen Z consumers towards poultry, particularly chicken, over beef, influenced by their focus on health, environmental impact, and potentially lower meat consumption overall.

Big Social Trend (name, detailed description): The Prioritization of Health and Sustainability in Food Choices: A broader societal trend where consumers are increasingly making food choices based on perceived health benefits and environmental sustainability.

Worldwide Social Trend (name, detailed description): Increased Poultry Consumption Globally: Globally, poultry consumption has been on the rise, often viewed as a more affordable and sometimes healthier alternative to red meats like beef.

Social Drive (name, detailed description): Value-Driven Food Choices: Consumers are increasingly motivated by value in their food purchases, considering not only price but also factors like health, ethics, and environmental impact.

Learnings for brands to use in 2025:

• Acknowledge the Shift in Consumer Preference: Brands, especially those primarily focused on hamburgers, need to recognize the increasing popularity of chicken and its potential impact on their market share.

• Understand Gen Z's Priorities: Pay close attention to Gen Z's values regarding health, sustainability, and affordability when developing and marketing food products.

• Invest in Menu Diversification: Consider expanding menus to include more innovative and appealing chicken options to attract a wider range of consumers.

• Communicate Health and Sustainability Efforts: Clearly communicate any initiatives related to healthier ingredients, sustainable sourcing, and reducing environmental impact to resonate with conscious consumers.

• Monitor Price Competitiveness: Be aware of the price difference between chicken and beef and consider strategies to offer competitive value.

• Embrace Flavor Innovation in Chicken: Explore and introduce diverse and exciting flavor profiles in chicken-based products to cater to evolving taste preferences.

Strategy Recommendations for brands to follow in 2025:

• Burger Chains:

  • Introduce premium, leaner beef options and highlight their nutritional benefits.

  • Develop innovative and flavorful non-beef burger alternatives, including chicken and plant-based options.

  • Communicate any sustainability initiatives related to beef sourcing and production.

  • Offer combo deals or value menus featuring both burger and chicken options.

• Chicken Chains:

  • Continue to invest in culinary innovation to introduce new and exciting chicken sandwich variations and other chicken-based products.

  • Emphasize the affordability and value of their chicken offerings.

  • Highlight any health-focused preparation methods or ingredient choices.

  • Reinforce any commitments to sustainable and ethical sourcing practices.

• All Fast-Food Brands:

  • Conduct thorough market research to understand the evolving preferences of different consumer segments, particularly Gen Z.

  • Adapt menus and marketing strategies based on these insights to cater to the growing demand for chicken.

  • Explore opportunities for limited-time offers featuring unique and globally inspired chicken flavors.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The discernible "pecking order shift" in American fast food, with chicken sandwiches increasingly challenging the long-held dominance of hamburgers, necessitates that brands and companies in 2025 proactively adapt their menus, messaging, and sourcing strategies to align with consumer preferences for healthier, affordable, versatile, and sustainable protein options, particularly by focusing on innovative chicken offerings and communicating value and ethical considerations to capture the evolving market.

Final Note:

• Core Trend: Chicken Sandwich Revolution: The growing dominance of chicken sandwiches over hamburgers in American fast food.

• Core Strategy: Menu Diversification and Innovation: Expanding and adapting menus to include appealing and diverse chicken-based options while also addressing health and sustainability concerns for beef products.

• Core Industry Trend: Protein Preference Evolution: A broader shift in consumer preference towards increased poultry consumption and a potential decrease in beef consumption.

• Core Consumer Motivation: Value-Conscious and Health-Oriented Choices: Consumers, especially Gen Z, are increasingly motivated by affordability, perceived health benefits, sustainability, and flavor variety in their food choices.

Final Conclusion: The article presents compelling evidence of a significant transformation occurring in American fast-food dining, with chicken sandwiches rapidly gaining popularity at the expense of the traditional hamburger. This trend, particularly driven by the preferences of Gen Z for healthier, more sustainable, and affordable options, coupled with the innovative offerings from chicken-focused restaurants, suggests a long-term shift in the American palate. Brands across the fast-food spectrum must recognize and adapt to this evolving landscape in 2025 by diversifying their menus, communicating their values, and focusing on the factors that are increasingly influencing consumer choices in the protein market.

Core Trend Detailed: The core trend of The Chicken Sandwich Revolution signifies a fundamental change in the landscape of American fast food. It's more than just a temporary surge in popularity for a single menu item; it represents a sustained and growing preference among consumers for chicken sandwiches over hamburgers. This shift is evident in various indicators, including restaurant openings and closures, consumption statistics, and the strategic focus of major fast-food chains. The "revolution" aspect implies a significant and potentially long-lasting alteration in the established hierarchy of preferred fast-food options in the United States.

Key Characteristics of the Core trend:

• Sustained Increase in Chicken Sandwich Consumption: Data shows a consistent rise in the number of chicken sandwiches being eaten in restaurants.

• Decline in Hamburger Consumption: Simultaneously, the consumption of traditional hamburgers has seen a noticeable decrease.

• Strong Performance of Chicken-Focused Restaurants: Restaurants specializing in chicken are outperforming those primarily focused on hamburgers in terms of growth and consumer visits.

• Industry-Wide Recognition and Response: Major players in the fast-food industry are acknowledging and actively investing in their chicken offerings.

• Influence of Key Consumer Demographics: The preferences of influential groups like Gen Z are significantly contributing to the momentum of this trend.

Market and Cultural Signals Supporting the Trend:

• Proliferation of New Chicken Sandwich Offerings: Numerous fast-food chains have introduced or enhanced their chicken sandwich menus, indicating a market-wide response to consumer demand.

• Positive Consumer Reviews and Social Media Buzz: Many new chicken sandwiches have received favorable reviews and generated significant interest on social media platforms.

• Media Coverage and Expert Commentary: The trend has been widely reported and analyzed by food industry experts, highlighting its significance.

• Changing Perceptions of Health and Sustainability: Growing consumer awareness and concern about health and environmental issues are favoring chicken as a perceived better alternative to beef.

• Competitive Pricing Strategies: Chicken sandwiches are often positioned as a more affordable option compared to beef burgers, attracting price-sensitive consumers.

How the Trend Is Changing Consumer Behavior:

• Increased Visits to Chicken Restaurants: Consumers are actively choosing to dine at establishments known for their chicken offerings.

• Greater Willingness to Try New Chicken Sandwich Varieties: There is an openness among consumers to experiment with different flavors and styles of chicken sandwiches.

• Potential Reduction in Frequency of Hamburger Purchases: Consumers who have embraced chicken sandwiches may be choosing hamburgers less often.

• Seeking Out Information on Health and Sustainability of Protein Choices: Consumers are becoming more informed and are considering factors beyond just taste when selecting their protein.

• Influence on Meal Choices Beyond Fast Food: The preference for chicken over beef might extend to other dining occasions and even grocery purchases.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Increased opportunities for poultry producers and suppliers.

  • Need for innovation in chicken-based products for grocery stores and home cooking.

• For Retailers:

  • Grocery stores may see shifts in demand between beef and chicken products.

  • Restaurants need to adjust their menu offerings and marketing to reflect changing consumer preferences.

• For Consumers:

  • More variety in fast-food options with a greater emphasis on chicken.

  • Potential access to more affordable protein choices.

Strategic Forecast:

• Chicken Sandwiches Will Continue to Gain Market Share: The trend is likely to persist and potentially accelerate in the coming years.

• Burger Chains Will Face Increased Pressure to Adapt: Restaurants primarily focused on hamburgers will need to evolve their strategies to remain competitive.

• Further Innovation in the Chicken Category: Expect to see ongoing development of new flavors, formats, and healthier options in the chicken sandwich market.

• Sustainability Will Become a More Prominent Factor in Protein Choices: Brands that can effectively communicate their sustainability efforts for both chicken and beef will have an advantage.

• Potential for Plant-Based Protein to Capture Some of the Shifting Demand: As some consumers reduce meat consumption overall, plant-based alternatives may also benefit from this trend.

Final Thought (summary): The clear and growing preference for chicken sandwiches over hamburgers in America signifies a notable evolution in fast-food consumption, driven by a confluence of factors including perceived health and environmental benefits, affordability, and innovative flavor profiles, demanding that brands across theQuick Tip: The user may be experiencing issues with formatting in the response. It might be helpful to check if the response is being rendered correctly and offer assistance if needed.

Source: https://www.newsweek.com/american-hamburger-gen-z-consumer-demand-2075622