The Chicken Segment
Which chicken sandwich to buy?
Restaurant consulting firm RMS found that consumers are not price sensitive when it comes to chicken, unless a 20% or more price increase is implemented. Nearly 60% of consumers choose their chicken sandwich based on the product quality, while just 21% choose based on the brand and 20% based on the price.
According to the National Chicken Council, the average American eats as much chicken as they do beef and pork combined.
How do consumers choose which chicken sandwich to buy?
How many pounds of chicken does an American eat each year?
So here's what we know...
- Americans want more chicken. The chicken sandwich is twice as popular as the hamburger.
- More Americans choose the chicken they will eat based on quality and taste than they do price or brand.
That’s how sneakybird® sneaks up on chains like Chick-Fil-A, KFC, Popeyes, and others. Because chicken is less expensive than beef and Americans eat twice as much chicken as they do beef, sneakybird® customers come in with a higher frequency than a typical burger chain. Therefore, franchisees need less customers to do higher volumes.
