Breaded Chicken Sandwich: Steps Out of the Shadow

Chicago / IL. (npd) Hamburgers have been and are the chosen sandwich ordered at restaurants and other foodservice outlets, but an increasing number of consumers in the United States are becoming enamoured with breaded chicken sandwiches, reports The NPD Group, a leading global information company. Servings of breaded chicken sandwiches have grown an average of three percent over the last four years, and in the year ending July 2014, 2.4 billion breaded chicken sandwiches were ordered at U.S. restaurants and commercial foodservice outlets. As far as breading types, units of whole grain breaded chicken shipped from foodservice distributors to restaurants and other outlets increased by triple digits, finds NPD´s «SupplyTrack».

Midscale/family dining restaurant customers showed their affection for breaded chicken sandwiches by ordering four percent more this year than last. Quick service restaurants realized a three percent increase in servings in the year ending July 2014 versus last year, and independent restaurants grew servings by two percent. Non-commercial foodservice, like hospitals, school, and workplace cafeterias, served five percent more breaded chicken sandwiches in the period.

«Among the factors driving the increase in breaded chicken sandwich orders from a consumer standpoint is the perception of chicken, breaded or not, being a better-for-you option and the availability of new types of breading, like whole grain», says Annie Roberts, vice president, NPD SupplyTrack. «On the operations end, chicken and chicken sandwich restaurant concepts have expanded units and more restaurants and non-commercial foodservice outlets, like schools and hospitals, are serving breaded chicken sandwiches».

Even though breaded chicken sandwiches have caught the eye of foodservice consumers, it is not like burgers were left at the altar, the category is still at the top and growing with nine billion servings ordered at foodservice outlets in the year ending July 2014 period, a three percent increase over last year. From the supply end of the equation, units and pounds of ground beef patties shipped from distributors to foodservice outlets increased by one percent, according to NPD´s SupplyTrack, a monthly tracking service that codes, aggregates, and tracks every product shipped from a critical mass of major broadline distributors to each of their foodservice operators.

«Whether it is breaded chicken sandwiches or burgers, these are huge categories that foodservice distributors, manufacturers, and operators can look at in a variety of different ways», says Roberts. «However, a key aspect of identifying growth opportunities with these categories is understanding consumer demand».

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