Fast-food chains are increasingly leaning on chicken as beef prices rise
“Right now, there is a tightness in the U.S. protein supply, especially where beef is concerned, due to reduced cattle herds that could go on for years before they’re replenished,” Bill Lapp, president of Omaha, Neb.-based Advanced Economic Solutions told the National Restaurant Association (NRA).
“Some ground beef cuts are now at record levels, and chicken breast prices, while higher than anticipated, are still lower than the costs associated with beef.”
That’s why burger chains including McDonald’s, Burger King, and Wendy’s have been ramping up their chicken efforts.
“Even though beef is an important item for a lot of restaurants, some operators, because of the tight supply, are starting to introduce a variety of chicken items this summer. The hope is that they’ll take away some of the pain that higher beef prices are causing,” he said.
To lean into that trend, McDonald’s has been testing a new line of chicken tenders that follows a move Wendy’s made in 2024.
McDonald’s tests a new McCrispy Strips line
Back in 2024, Wendy’s added Saucy Nuggs, essentially its popular chicken nuggets coated in a sauce of your choice. That’s a smart move because it adds multiple menu choices without adding a new protein or any additional cooking, just the prep step of coating the nuggets in the sauce.
“Originally, we reported that the nuggets would be coated in signature sauces, including honey BBQ, Buffalo, ghost pepper, and garlic parmesan. While those four sauces will be joining the menu, the official nationwide launch includes additional flavors,” AllRecipes reported.
After the successful initial test, Wendy’s national rollout also added Spicy Honey BBQ, Spicy Garlic Parm, Spicy Buffalo, and Spicy Ghost Pepper.
Social media posts, including from widely followed food account Snackolator, have also highlighted McDonald’s ongoing tests of new McCrispy Strip flavors.
McDonald’s has been testing a mix of dry rubs and sauces.
“McDonald’s is still testing new Glazed or Seasoned McCrispy Strips and these NEED to go nationwide! They’ve got six options that really unlock the potential of the McCrispy Strips,” the popular Snackolator Instagram page posted, along with an ad showing the flavors.
While these may not be the final flavors, the ad showed Sweet Chili, Teriyaki, Kickin’ BBQ, Spicy Chili Garlic, Garlic Parm, and Sweet Asian. The first three are sauces, while the next three are dry rubs.
Beef prices are climbing
Beef prices have climbed faster than the overall Consumer Price Index (CPI).
“The CPI for all food increased 0.4% from January 2026 to February 2026. Food prices in February 2026 were 3.1% higher than in February 2025,” according to data from the USDA.
- Wholesale beef prices increased roughly 13% year over year in early 2026, according to the USDA Economic Research Service (Food Price Outlook).
- Ground beef reached about $6.69 per pound in December 2025, a record high, according to data released by the White House.
- The U.S. cattle herd fell to roughly 86 million head, the lowest level since the 1950s, added the White House.
In February, President Donald J. Trump signed a proclamation temporarily increasing the U.S. tariff-rate quota for lean beef trimmings to boost supply and make ground beef affordable for American consumers, despite current supply challenges.
“The proclamation permits an additional 80,000 metric tons of lean beef trimmings per year from Argentina to be imported tariff-free in four quarterly tranches of 20,000 metric tons each,” according to a White House press release.
McDonald’s sees opportunity in chicken
McDonald’s Global Chief Restaurant Experience Officer Jill McDonald spoke during the fast-food giant’s fourth-quarter earnings call about the opportunity the chain sees in growing its chicken sales.
“Lastly, chicken. Just as a reminder, this global category is 2x the size of beef and faster growing. We grew our chicken category share across our top 10 markets in 2025 and believe we’re well on our way to increasing our share by at least 1 percentage point by the end of 2026 versus where we were in December 2023,” she said.
Chicken, she noted, is not McDonald’s only potential growth area.
“We’ve identified growth opportunities, chicken. There’s plenty of growth still in beef as well as the new areas of beverage. But we are also thinking about improving taste and quality around how we renovate today as well,” she added.
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The executive also confirmed that the chain was working on new chicken items.
“And on the innovation front, many of you have spotted something cooking at a few restaurants in the Chicagoland area. We’re in the early stages of testing new flavor combinations and new ways of cooking as we continue to explore great tasting recipes for customers to enjoy,” McDonald said.
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Beef prices rising faster than burger prices
Burger menu prices have risen in recent years, but not nearly as fast as the cost of beef.
“New data from Datassential’s Burger Price Index shows burger menu prices have increased approximately 14% since January 2023, while beef production costs have surged roughly 32% during the same period. Restaurants often manage pricing strategically across the menu, limiting increases on high-visibility items while balancing costs across other categories,” according to a Datassential press release.
Over that same time period, federal Food Away From Home inflation rose about 13%, meaning burger prices have tracked closely with overall restaurant inflation, even as beef costs have risen much more sharply.
“Operators can’t simply pass every cost increase directly to the consumer,” said Datassential CEO Jim Emling. “The data shows just how carefully restaurants are managing pricing on high-visibility items like burgers while balancing costs across the rest of the menu.”
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