While it may appear that the chicken sandwich wars are not as intense as they once were, the poultry industry should not view that as a sign that they will end soon. In fact, Rabobank Protein Analyst Christine McCracken indicated that they might someday heat back up.
Speaking during the Rabobank BBQ Index Virtual Media event on June 21, McCracken addressed the situation.
“There will never be an end to the chicken sandwich wars, I think,” she said with a chuckle. “The reality is it’s a really versatile and tasty product.”
The battle to see who had the best chicken sandwich began in 2019 when Popeye’s launched its now-famous chicken sandwich, and in doing so, threw shade at rival Chick-fil-A. Before long, other quick service restaurants (QSR) were developing and selling what they hoped to be the most superior sandwich.
Softness in the sector
McCracken acknowledged, “there’s been some softness recently at quick serve,” to which brings up the question of whether it is because of chicken or because of the QSR channel.
All signs to her point to it being more because of the quick service channel, but she did question that, because she had noticed a lot of people traveling and eating out. But she did say that is what she and other analysts are hearing from the channel itself, and that softness is hurting breast meat pricing.
Impact of beef prices
During other parts of the media event, the topic of high beef prices was discussed, and McCracken said that could play a role in a future resurgence of the chicken sandwich wars as QSR diners may opt for more chicken sandwiches and fewer hamburgers.
“I think with the beef trends over the next few years, I would argue that we’re moving back toward that,” she said.
