Report: QSR Customers Gravitated to Chicken in 2025

As QSRs compete for traffic in a crowded and value-conscious marketplace, new menu items and LTOs are effective ways to capture attention and drive guest visits. According to Numerator's report on new items and LTOs for 2025, those efforts leaned heavily on familiar comforts, playful indulgence, and one protein in particular: chicken.

Half of the top ten QSR new items and LTOs this year featured chicken, underscoring an ongoing shift as consumers gravitate toward chicken-based formats across categories. McDonald's landed two of the year's standout offerings with McCrispy Strips and the returning Snack Wrap, both tapping into portability and craveability. Chipotle's Honey Chicken also made the list, pairing a sweet-heat profile with the brand's core customization appeal. Taco Bell joined the trend with Crispy Chicken Nuggets while Chick-fil-A earned multiple spots thanks to its Pineapple Dragon Fruit Beverage and the Smokehouse Bacon BBQ Sandwich.

Beyond chicken, consumers showed a clear appetite for indulgence and nostalgia. Wendy's Frosty Swirls & Fusions and the Thin Mint Frosty capitalized on remixing a familiar dessert with new flavors, and McDonald's S'mores McFlurry delivered a seasonal twist rooted in comfort and familiarity. Burger King's Cheesy Tots rounded out the list, reinforcing the enduring appeal of cheese-and-potato combinations.

Here's how they ranked:

1. McDonald's McCrispy Strips

2. McDonald's Snack Wrap

3. Chipotle's Honey Chicken

4. Wendy's Frosty Swirls & Fusions

5. Chick-fil-A's Pineapple Dragon Fruit Beverage

6. Taco Bell's Crispy Chicken Nuggets

7. Burger King Cheesy Tots

8. Chick-fil-A's Smokehouse Bacon BBQ Sandwich

9. Wendy's Thin Mint Frosty

10. McDonald's S'mores McFlurry

Rankings are based on verified household purchase data from Numerator, applying a minimum 2025 household penetration threshold of 5% or 25% for "big brand" evaluations. Brands were ranked by growth in household penetration and sales from 2024 to 2025, as well as indexed performance versus specific shopper groups. New items and LTOs were evaluated separately and ranked by 2025 household penetration.

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