Restaurants: Wrap It Up: Fast-Food Chains Bet Big on Boneless Chicken

Why it is the topic trending:

• McDonald's is bringing back its popular Snack Wrap on July 10th after a nine-year hiatus, driven by consumer demand.

• Popeyes recently launched a new chicken wrap.

• Other chains like Burger King and Wendy's are also adding wraps to their menus, indicating a broader trend.

• Wraps are seen as a convenient and portable boneless chicken option that meets consumer demand.

• They allow for the remixing of existing ingredients, offering flavor variety and affordability.

• The popularity of chicken in fast food is rising, with chicken chains seeing significant sales increases.

Overview: Fast-food chains are increasingly focusing on boneless chicken wraps as a key menu item. McDonald's decision to bring back its beloved Snack Wrap after years of consumer requests highlights the demand for this portable and convenient option. This trend is further evidenced by new wrap launches from Popeyes and the presence of wraps on the menus of other major players like Burger King and Wendy's. The popularity of chicken in the fast-food sector, coupled with the affordability and versatility of wraps, is driving this surge in menu offerings.

Detailed Findings:

• McDonald's Snack Wrap: Returning to menus on July 10th after a nine-year hiatus. Pulled in 2016 for "operational improvements." Return driven by consumer demand after introducing McCrispy Strips, which are the preferred filling for the wrap. McDonald's using various tactics to boost sales after less-than-ideal results.

• Popeyes: Recently launched a new chicken wrap item.

• Other Chains: Burger King and Wendy's also have wraps on their menus.

• Consumer Demand: Consumers seek boneless, portable chicken options.

• Affordability and Versatility: Wraps are affordable to make, mainly requiring the addition of a flour tortilla SKU, allowing operators to combine existing proteins (chicken is most popular), sauces, and veggies.

• Menu Expansion Trend: Reflects a shift towards offering a larger number of diverse and innovative wrap options catering to a wide range of customer tastes (according to MenuData CEO Sunny Khamkar).

• Chicken Popularity: Restaurants trying to keep up with the demand for chicken. McDonald's now sells as much chicken as beef. Top chicken chains saw nearly a 15% sales increase in 2024, compared to 3% for the overall industry.

• Conclusion: Wraps, particularly chicken, are what consumers clearly demand right now.

Key success factors of product (trend):

• Portability and Convenience: Wraps are easy to eat on the go.

• Boneless Chicken Preference: Consumers often prefer boneless chicken for ease of eating.

• Affordability: Wraps can be a value-oriented menu item.

• Customization and Variety: They allow for different fillings and flavor combinations.

• Popularity of Chicken: Chicken is a high-demand protein in the fast-food sector.

Key Takeaway: Boneless chicken wraps are becoming a staple in fast-food menus across major chains, driven by consumer demand for portable, convenient, and affordable chicken options. This trend reflects the increasing popularity of chicken and the versatility of wraps as a platform for diverse flavors and ingredients.

Main Trend: The main trend is the growing prominence of boneless chicken wraps as a core menu item in the fast-food industry, driven by consumer preference for convenience, portability, and the sustained popularity of chicken.

Description of the trend: The Wrap Revolution: Boneless Chicken Takes Center Stage in Fast Food

What is consumer motivation:

• Seeking Convenience: Consumers need quick and easy meal options for busy lifestyles.

• Preferring Boneless Chicken: Boneless chicken is easier and less messy to eat on the go.

• Looking for Portable Meals: Wraps are ideal for eating while traveling or during short breaks.

• Value for Money: Wraps can be perceived as a more substantial and affordable snack or meal.

• Variety of Flavors: Consumers appreciate the ability to customize wraps with different sauces and fillings.

What is driving trend:

• Consumer Demand for Wraps: Evidenced by the return of McDonald's Snack Wrap and the launches from other chains.

• Popularity of Chicken: Chicken continues to be a dominant protein in fast food.

• Operational Efficiency for Restaurants: Wraps can be made using existing ingredients, minimizing the need for new inventory.

• Versatility of Wraps: They can be offered across different dayparts as snacks or meals.

What is motivation beyond the trend:

• Taste and Satisfaction: Consumers ultimately want food that tastes good and satisfies their hunger.

Description of consumers article is referring to:

Best Description: The article refers to customers of major fast-food chains in the United States who are seeking convenient, portable, and affordable boneless chicken options.

• Fast-Food Consumers in the U.S.: The primary audience for these menu changes.

• Chicken Lovers: Individuals who enjoy chicken as a primary protein choice in fast food.

• On-the-Go Eaters: Those who need quick and portable meal solutions due to busy schedules.

• Value-Seeking Customers: Consumers looking for affordable options within the fast-food menu.

Who are the consumers implied by article:

• Who are them: Customers of major fast-food chains in the United States.

• What kind of products they like: Boneless chicken wraps, chicken strips, and other portable fast-food items.

• What is their age?: Likely a broad range, but the emphasis on convenience and affordability might resonate particularly with younger adults and busy professionals.

• What is their gender?: Not specified, likely appeals to both male and female consumers.

• What is their income?: Likely a range, with fast food being an accessible option for various income levels.

• What is their lifestyle: Often busy individuals needing quick and easy meal solutions.

• What are their category article is referring shopping preferences: Value convenience, portability, and affordability in their fast-food choices.

• Are they low, occasional or frequent category shoppers: Ranges from occasional fast-food eaters to regular consumers.

• What are their general shopping preferences-how they shop products, shopping motivations): Driven by convenience, value, and taste when choosing fast-food options.

Conclusions: The resurgence of boneless chicken wraps in fast food indicates a clear demand from consumers for convenient, portable, and affordable chicken options. Major chains are responding to this demand, recognizing the popularity of chicken and the versatility of wraps as a menu staple.

Implications for brands:

• Offer Boneless Chicken Wrap Options: If not already doing so, fast-food chains should consider adding wraps to their menu.

• Highlight Convenience and Portability: Market wraps as an ideal choice for on-the-go consumers.

• Emphasize Value and Affordability: Position wraps as a budget-friendly option.

• Innovate with Flavors and Fillings: Offer a variety of wrap options to cater to different tastes.

Implication for society:

• Continuing Trend Towards Convenience Foods: Reflects the ongoing demand for quick and easy meal solutions in a fast-paced society.

Implications for consumers:

• More Variety in Portable Chicken Options: Increased availability of boneless chicken wraps on fast-food menus.

• Potentially More Affordable Meal Choices: Wraps can offer a value-conscious option.

Implication for Future:

• Likely Continued Expansion of Wrap Offerings: Expect to see more fast-food chains adding or highlighting wraps on their menus.

Consumer Trend (name, detailed description): Demand for Portable and Convenient Boneless Chicken: Consumers in the fast-food market are increasingly seeking boneless chicken options that are easy to eat on the go, fitting into their busy lifestyles.

Consumer Sub Trend (name, detailed description): The Resurgence of the Wrap in Fast Food: Boneless chicken wrapped in a tortilla is gaining popularity as a convenient, affordable, and versatile meal or snack option in the fast-food industry.

Big Social Trend (name, detailed description): The Ongoing Prioritization of Convenience in Food Consumption: Modern consumers continue to prioritize convenience and speed when it comes to their food choices.

Worldwide Social Trend (name, detailed description): Global Popularity of Chicken as a Protein: Chicken remains a widely popular and consumed protein source across various cultures and cuisines worldwide.

Social Drive (name, detailed description): Desire for Convenience, Portability, Affordability, and Familiar Flavors: Consumers are driven by the need for easy and affordable meal solutions featuring familiar and well-liked proteins like chicken.

Learnings for brands to use in 2025:

• Convenience is King: Prioritize menu items that are easy for consumers to eat on the go.

• Chicken Remains a Top Choice: Cater to the sustained popularity of chicken as a protein.

• Value Matters: Offer menu options that are perceived as affordable.

Strategy Recommendations for brands to follow in 2025:

• Feature Boneless Chicken Wraps Prominently: Highlight wraps on menus and in promotions.

• Offer a Variety of Wrap Options: Cater to different flavor preferences with diverse fillings and sauces.

• Consider Value-Focused Wrap Bundles: Offer wraps as part of affordable meal deals.

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 trend of Demand for Portable and Convenient Boneless Chicken, particularly through the resurgence of wraps, highlights a key consumer need in the fast-food market, urging brands in 2025 to strategically incorporate and promote a variety of boneless chicken wrap options to cater to busy, value-conscious customers seeking convenient meals.

Final Note:

• Core Trend: Demand for Portable and Convenient Boneless Chicken: Consumers want easy-to-eat chicken options.

• Core Strategy: Feature and Promote Boneless Chicken Wraps: Highlight wraps on the menu.

• Core Industry Trend: Sustained Popularity of Chicken in Fast Food: Chicken remains a top protein choice.

• Core Consumer Motivation: Desire for Convenience, Portability, Affordability, and Familiar Flavors: Key drivers for fast-food choices.

Final Conclusion: The strategic focus on boneless chicken wraps by major fast-food chains reflects a keen understanding of current consumer preferences for convenience, portability, and the enduring appeal of chicken. This trend suggests that wraps will continue to be a significant and evolving part of the fast-food landscape.

Core Trend Detailed: The core trend of Demand for Portable and Convenient Boneless Chicken in the fast-food industry underscores a significant and consistent consumer preference for meal options that are easy to consume while on the go, featuring the widely popular protein of chicken in a boneless format. This trend is driven by the fast-paced lifestyles of many consumers who require quick, mess-free, and satisfying meals that can be easily eaten during commutes, lunch breaks, or other times when sitting down for a traditional meal is not feasible. The focus on boneless chicken eliminates the inconvenience associated with bones, further enhancing the portability and ease of consumption.

Key Characteristics of the Core trend:

• Emphasis on Portability: Meals that can be easily carried and eaten without utensils are highly valued by consumers with busy schedules.

• Boneless Format Preference: Consumers often favor boneless chicken preparations in fast food for their convenience and ease of eating without the hassle of bones.

• Demand for Convenience: Quick and easy access to meals that require minimal preparation or effort to consume is a primary driver for fast-food choices.

• Versatility of Chicken: Chicken is a widely accepted and enjoyed protein that lends itself well to various flavors and preparations, making it a popular choice for portable options.

• Suitability for Various Dayparts: Portable boneless chicken options, like wraps, are appealing to consumers across different meal times, including breakfast, lunch, dinner, and snacks.

Market and Cultural Signals Supporting the Trend:

• Prevalence of Chicken-Centric Fast-Food Chains: The enduring success and popularity of fast-food chains that specialize in chicken demonstrate the strong consumer demand for this protein.

• Growth of Grab-and-Go Food Sections: The increasing availability of pre-packaged and portable chicken options in retail and convenience stores reflects the broader consumer need for on-the-go food solutions.

• Consumer Lifestyle Shifts Towards Eating on the Go: Modern lifestyles, characterized by busy schedules and urbanization, contribute significantly to the rising demand for portable meal options.

• Marketing Emphasizing Convenience: Fast-food advertising consistently highlights the speed, ease, and portability of their menu items, particularly those featuring chicken.

How the Trend Is Changing Consumer Behavior:

• Increased Purchase of Portable Meal Options: Consumers are actively seeking out and purchasing food items that are specifically designed for easy consumption while traveling or during short breaks.

• Preference for Boneless Preparations: When selecting chicken in fast food, consumers increasingly favor boneless options like tenders, strips, and fillings for wraps due to their convenience.

• Greater Reliance on Fast Food for Quick Meals: Fast-food restaurants serve as a primary source for individuals seeking fast and convenient meal solutions that fit into their hectic schedules.

Implications Across the Ecosystem:

• For Brands and CPGs: Food manufacturers have an opportunity to innovate and develop a wider range of convenient and portable boneless chicken products to meet consumer demand.

• For Retailers: Fast-food chains should prioritize and strategically promote their portable boneless chicken offerings, such as wraps, tenders, and sandwiches, to capitalize on this growing trend.

• For Consumers: Consumers benefit from a greater variety of readily available, convenient, and easy-to-eat chicken meal options that suit their on-the-go lifestyles.

Strategic Forecast:

• The demand for portable and convenient boneless chicken is highly likely to remain a strong and influential trend within the fast-food market, driven by ongoing lifestyle demands and consumer preferences.

• We can anticipate continued innovation within this category, with fast-food chains and food manufacturers introducing new flavor profiles, formats, and menu items featuring boneless chicken in portable presentations like wraps.

Areas of innovation

• Development of new and globally-inspired flavor combinations for boneless chicken wraps to cater to diverse consumer tastes.

• Introduction of more premium and customizable wrap options with higher-quality ingredients and diverse fillings.

• Creation of innovative packaging solutions that further enhance the portability and ease of eating wraps on the go, while minimizing mess.

• Integration of technology, such as mobile ordering and designated pickup areas, to streamline the process of purchasing portable chicken wraps.

• Expansion of healthier wrap options with more vegetable-focused fillings and whole-grain tortillas to appeal to health-conscious consumers.

Final Thought (summary): The strong consumer demand for portable and convenient boneless chicken options is undeniably shaping the fast-food industry, with the resurgence of wraps as a prime example. This trend highlights the critical need for restaurants to prioritize ease of consumption and cater to the busy lifestyles of their customers by offering versatile and affordable chicken-based meals that can be effortlessly enjoyed anytime, anywhere.

Description of consumers article is referring to: Detailed information.

• Age: Likely spans a broad range, from teenagers and young adults seeking affordable and quick meals to busy professionals and families needing convenient options for on-the-go eating.

• Gender: Not explicitly specified in the article, but it can be inferred that the demand for convenient and portable chicken wraps likely appeals to both male and female consumers due to its accessibility and versatility.

• Income: Encompasses various income levels, as fast food generally serves as an affordable dining choice for a wide spectrum of the population.

• Lifestyle: Predominantly characterized by busy schedules and a need for quick and convenient meal solutions due to work commitments, travel, family obligations, or limited time for meal preparation.

Conclusion: The consumers driving the demand for portable and convenient boneless chicken options are a diverse group united by their need for fast, easy, and affordable meals that fit into their active and often time-constrained lifestyles. The resurgence of the chicken wrap is a direct response to these prevalent consumer needs and preferences within the fast-food market.

Source: https://foodinstitute.com/focus/wrap-it-up-fast-food-chains-bet-big-on-boneless-chicken/