*The classic bucket of fried chicken is becoming a thing of the past as consumers seek convenience and portability. The demand for chicken tenders and sandwiches continues to soar, signaling a major shift in how Americans enjoy their favorite comfort food.
According to data shared by Datassential and reported by The Wall Street Journal, menu listings for bone-in fried chicken meals have fallen 72% over the past four years. During that same period, offerings for boneless wings and tenders climbed 29%.
KFC, one of the biggest names associated with fried chicken, has had to adapt to the changing landscape. The chain reintroduced its original recipe tenders in 2024 after facing a dip in U.S. sales. Despite maintaining a strong global presence, KFC recently reported an 8% drop in U.S. sales, per FOX News, citing Yum! Brands’ latest quarterly report.
“Buckets used to represent family time, a shared meal around the table,” Marketing expert Crystal Gorges said. “Now life moves faster.” Gorges added that “sandwiches and tenders are easier to grab, drive with and eat while multitasking.” She noted that tenders and sandwiches are a “visual win” when it comes to branding.
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“These foods photograph better, they are cleaner for social media and they appeal to a generation that values convenience over tradition,” she explained. “Brands are simply meeting consumers where they are, looking for comfort food that fits into a busy and individual lifestyle.”
Florida-based brand strategist Jordan Lee said fried chicken sandwiches and tenders “fit perfectly into that lifestyle because it’s comfort food that doesn’t require a plate or utensils and still delivers the same flavors people associate with a full meal, just in a more convenient [way] for scrolling TikTok.”
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