Driving Volume & Margin with a Strong Chicken Menu
Chicken remains one of the most dependable proteins across the fast-food sector, combining broad consumer appeal with menu versatility, operational ease and strong margin potential.
According to Lumina Intelligence1, chicken continues to outperform many other proteins in quick service environments, driven by its versatility across multiple dayparts and menu formats. This is reinforced by CGA by NIQ data2, which highlights the continued strength of chicken-based dishes in both eat-in and takeaway occasions.
“Chicken is one of the most resilient categories in foodservice,” says Oli Sampson, Managing Director of Central Foods. “It works across different formats, different price points and different dayparts, which makes it a reliable choice for operators looking to drive both volume and margin.”
Nuggets as a menu mainstay
Chicken nuggets remain a core product for fast food and takeaway menus. Their familiarity, speed of service and flexibility make them an easy choice for operators and customers alike, whether served as part of a kids’ meal, value meal deal, side, snack box or sharing option.
Golden Valley Foods Battered Chicken Nuggets, available from Central Foods, are made from chopped and formed chicken breast in a light, crisp, garlic-free batter. Supplied frozen and suitable for oven or deep-fry cooking, they provide a consistent solution for busy fast-food kitchens where speed, portion control and reliability matter.
According to Mintel3, snackable and shareable formats continue to perform strongly in quick service and takeaway settings, particularly amongst younger consumers and group dining occasions. Golden Valley Foods Battered Chicken Nuggets naturally fit this demand, working across kids’ meals, snack boxes, sharers and value meal deals, while also lending themselves to loaded and premiumised menu applications.
“Nuggets are a proven fast-food favourite,” adds Sampson. “They’re easy to prepare, easy to portion and capable of working across different menu formats, which makes them a dependable product for operators looking to drive repeat sales.”
Bringing global flavours onto the menu
Operators are also increasingly looking beyond traditional coated chicken formats and introducing globally inspired flavours and formats to help differentiate their menus.
According to IGD and Lumina Intelligence4, international street food and Asian-inspired flavour profiles continue to influence fast-food and takeaway menus, particularly amongst younger consumers looking for more variety and bold flavour combinations.
Products such as Tyson Foods Crispy Shredded Chicken and Tyson Foods Red Thai Chicken Strips, available from Central Foods, allow operators to introduce these influences without adding complexity to the kitchen.
Tyson Foods Crispy Shredded Chicken is made from 100% whole-muscle chicken and works well in loaded fries, rice bowls, wraps and sharers, while Tyson Foods Red Thai Chicken Strips combine crispy coated whole-muscle chicken with flavours including coconut milk, lemongrass, chilli and kaffir lime for a more contemporary menu option. Both products are IQF for convenience and consistency in busy fast-food kitchens.
“These kinds of products allow operators to broaden their offer beyond traditional formats while still keeping service fast and straightforward,” says Sampson. “They give menus a more premium and internationally influenced feel without creating operational challenges.”
Consistency in a pressured market
Operational simplicity remains a key driver in product selection, particularly as labour challenges continue across the sector.
Frozen chicken products that can be cooked from frozen and deliver consistent results help reduce prep time, minimise waste and maintain quality standards. Consistent portion sizes also support tighter cost control, which is increasingly important in a margin-conscious market.
“Operators need products they can rely on,” says Sampson. “Consistency of cook, consistency of portion and consistency of quality all play a role in protecting margin and maintaining customer satisfaction.”
A category built for versatility
Chicken works hard on a fast-food menu because it supports several high-demand sales opportunities without requiring excessive menu complexity. Nuggets can drive volume through kids’ meals, snack boxes and sharers, while globally inspired chicken products can help operators introduce more premium and contemporary menu formats such as loaded fries, wraps, rice bowls and sharing dishes.
According to IGD, menus that balance familiarity with flexibility tend to perform strongly in quick service environments. Chicken lends itself well to this approach, offering a familiar base that can be adapted through different coatings, global flavour profiles, formats and serving styles.
“Chicken gives operators the ability to evolve their menu without reinventing it,” adds Sampson. “That’s where its real value lies.”
FIVE WAYS TO MAXIMISE CHICKEN SALES
Use nuggets in kids’ meals, snack boxes, sides and sharers
Build meal deals around chicken products by offering sides such as fries, mozzarella sticks and loaded options
Offer dips, sauces and globally inspired flavour additions to increase spend
Use internationally inspired chicken products to create wraps, rice bowls, loaded fries and sharing dishes
Use frozen, portion-controlled products to support speed, consistency and margin
PRODUCT PORTFOLIO
A focused chicken range allows operators to cover multiple menu occasions with minimal complexity.
Golden Valley Foods Battered Chicken Nuggets (22g)
Irregular shaped, chopped and formed chicken breast nuggets in a light, crisp, garlic-free batter. Approx. 22g each, supplied in 2 x 1kg packs and suitable for oven or deep-fry cooking.
Tyson Foods Crispy Shredded Chicken
Pre-fried, fully cooked crispy shredded chicken made from 100% whole-muscle chicken. Suitable for loaded fries, wraps, rice bowls and sharing formats. IQF for convenience.
Tyson Foods Red Thai Chicken Strips
Pre-fried crispy coated whole-muscle chicken strips with flavours including coconut milk, lemongrass, chilli and kaffir lime, offering operators a more globally inspired menu option. IQF for convenience.
For further information,
visit www.centralfoods.co.uk
Data Sources
1. Lumina Intelligence – UK Foodservice Market 1. Report (latest available)
2. CGA by NIQ – Out-of-Home Consumer Trends
3. Mintel – UK Food-to-Go and QSR Market Reports
4. IGD – Foodservice and Eating Out Trends
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