Are you watching with me as QSRs aim for the fence with crispy chicken sandwiches? I’m loving it! McDonald’s launch of three new chicken handhelds draws renewed attention to the crispy chicken sandwich trend that kicked off with Popeyes version in 2019. KFC and Jack in the Box responded with theirs…and the race was/is on. No one is ever more than a mile away from a crunchy chicken sandwich.
While fast food’s R&D centers on such details as bun types and condiments along with spice levels and perhaps global flavors, I see greater potential for them down the pike—in bowl form. I know that sounds like a “duh” comment, but there aren’t crispy chicken bowls out there except for P.F. Chang’s Crispy Honey Chicken Bowl. Why is that?
I ask because of all the growing plethora of bowls on menus, chicken bowls are the most ubiquitous. Their tribe nearly doubled over the past three years, according to Mintel Menu Insights. But crispy chicken bowls? I’m thinking that cross-purposing the sandwich crispy chicken into bowl renditions is a natural next step. Am I wrong?
There’s plenty of room for evolution with bowls. I think the origin of bowls related to portability and health. For example, grains don’t work in sandwiches (though yes to wraps). Additionally, those going for grains perhaps wish to avoid carbs and gluten. And we’re back to bowls.
In today’s thinking, and I mean 2021, bowls seem safe (the appearance of less handling—with lids and all) and easily transported. That safety factor, in fact, turns out to be big. According to Datassential’s May 2020 ONE TABLE consumer survey, 78% said safety is more important to them than sustainability. And what about health? Some 75% even prioritized the safety of the food over its healthfulness. So, we won’t assume that when consumers choose a bowl, in their mind, it’s a healthful sandwich alternative. They want safety along with comfort, indulgence, flavor and maybe health. Bottom line, a crispy chicken bowl offers a lot of potential that isn’t a stretch for any operator offering a crispy chicken sandwich.
So, my food prediction for 2021 is that we will begin to see crispy chicken bowls that won’t try to fit in with protein-bowl, superfoods or keto-centric molds. Those crunchy bowls of yum just make good common sense for consumers and operators alike exactly right now.
Tell me what you think.
Jody
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