Chain Restaurants Embrace Chicken Tenders And Value Meals As 2025 Dining Trends Peak
According to DN Yuz, chicken tenders became the most requested menu item at chain restaurants during 2025. McDonald's launched McCrispy Strips in May, the first chicken strip product since early pandemic days. Taco Bell introduced crispy chicken strips as a limited offering. Wendy's rolled out Wendy's Tendys with six new dipping sauces in fall 2025. Casual dining chains like Chili's also expanded their crispy chicken options.
Fast food chains engaged in what industry observers called a value war throughout 2025. McDonald's expanded its $5 Meal Deal and brought back iconic snack wraps. Applebee's introduced new lunch specials. Olive Garden revived its Endless Pasta promotion. Chili's promoted its "3 for Me" bundled deal. Limited-time offerings doubled compared to 2024, with chains using short-run menu items to create urgency and increase foot traffic.
However, some trends appear ready to fade. Premium menu upgrades and experimental flavors are expected to decrease in 2026. Pickle-flavored items reached saturation, with multiple chains offering pickle-brined wings, pickle lemonade, and pickle-seasoned fries during 2025.
Budget Conscious Consumers Drive Restaurant Decisions
Restaurant industry data shows why value meals matter to American families. Placer.ai reported that lower-income households face serious cost-of-living pressure in 2025. McDonald's CEO described a "two-tier economy" where affluent consumers spend freely while middle-income families reduce restaurant visits.
This economic reality created a "trade-down" effect. Customers actively seek value promotions or skip add-ons like beverages to control spending. Restaurants responded with affordable meal bundles. Taco Bell launched a Decades Y2K menu featuring items under $3. These promotions aim to retain budget-conscious customers through loyalty programs.
Total restaurant industry sales reached $1.5 trillion in 2025, according to Escoffier. Despite this record figure, most consumers keep meal expenditures below $30. Nearly half of restaurant operators planned new discounts or value deals for 2025. The data confirms that affordability remains the primary concern for American diners.
Value Wars Reshape Competitive Landscape
The emphasis on chicken tenders and value meals reflects deeper changes in restaurant competition. Casual dining chains outperformed quick-service restaurants during 2025. Chili's drove sales growth through its heavily marketed bundled meal deals and Triple Dipper appetizer promotion. Applebee's achieved a 4.9% increase in same-store sales, attributed directly to value-focused marketing.
Quick-service restaurants struggled with different challenges. Restaurant Business found that consumers increased home cooking to save money. Sixty-nine percent of consumers reported eating more meals at home during 2025. Breakfast became the meal most likely to be prepared at home, with 75% choosing this option. This trend pressures chains like Wendy's and McDonald's that invested heavily in breakfast menus.
The protein trend also shaped 2025 menus across all segments. Sweetgreen launched a Power Max Protein Bowl containing 106 grams of protein. Panda Express introduced Balanced Protein Plates with up to 76 grams per serving. This focus on protein content appeals to health-conscious consumers and those using GLP-1 weight management medications. The rise of "bite-size" portions also reflects changing eating patterns, with smaller servings matching reduced appetites and budget constraints.
Looking ahead to 2026, industry analysts expect value promotions to continue but potentially expand into full-service dining. Premium menu items priced above $40 may face resistance from price-sensitive consumers. The success of nostalgic items like snack wraps suggests customers prefer familiar flavors over experimental offerings.
Further Reading
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