Fast casual is exploding in popularity, as consumers look for easy, quick, delicious meals. The segment is a favorite among young adults, and operators that appeal to this demographic have an opportunity to boost sales in an increasingly competitive space.

“Fast casual is growing primarily with millennials and Gen Z,” says Melissa Sunseri, Director of Customer Planning and Development for Chain Restaurants for Tyson Foodservice. “They don't want to just grab and eat. They like to sit and hang with their friends. They like the social aspect of it.”

“Fast casual is growing primarily with millennials and Gen Z,” - Melissa Sunseri, Director of Customer Planning and Development for Chain Restaurants for Tyson Foodservice.

Sunseri adds that these consumers also prefer to order at the counter where they can choose ingredients and customize their orders. That preference has helped bowl concepts, salad restaurants and burrito chains to grow in popularity. In addition to the ability to customize orders, what many of these chains have in common is chicken as the only or the main protein on the menu. Chicken is a menu staple across the board, and value-added chicken is essential for any establishment that provides speedy meal solutions.

Leveraging Chicken

Operators can feature chicken across all menu segments, from breakfast to appetizers to entrées, making it a key ingredient for any fast-casual establishment. “The versatility of chicken opens itself up to a lot of different possibilities across the menu,” Sunseri says.

The challenge for operators is that not only are they watching their food and labor costs, but consumers also are minimizing their spending. According to Lightspeed’s 2024 State of Hospitality report, restaurant customers are continuing to dine out but are demonstrating some frugal behaviors. The report noted that 81% of survey respondents in the U.S. said they are still dining out at least once a month and 39% are dining out once a week or more. However, they are changing some dining habits due to inflation. The survey found that 42% look for discounts and promos, and 37% look for value meals and combos.

Fast-casual chains have been leaders in offering deals that generate excitement and increase sales. These bundled items have been especially popular lately as chains have garnered media attention with $5 combo meals throughout the summer and beyond.

Discounts are not the only way to drive sales, and limited-time offers that focus on new flavors can also increase traffic. One way to do this is with sauces in sandwiches or on wings, or in other menu items. “Chicken enables them to do that without bringing in a bunch of new SKUs,” Sunseri says. “By adding sauces, adding other ingredients to chicken brings it out and enhances it.”

By offering an LTO with, for example, a sweet and spicy (swicy) sauce, the operator does not have to purchase new protein ingredients, which can help control food costs and can help limit food waste.

Content courtesy of Tyson Foods