Comfort has been a buzzword for the past few months, as operators continue to find ways to provide a sense of familiarity and solace in people’s homes. In some cases, this means they’re going back to the basics, which, in the U.S. means chicken sandwiches, say the researchers at Technomic.
Chicken sandwiches are the most common dish found at Technomic’s Top 500 chain restaurants, they are prominent on menus in all segments.
How are operators making these basic offerings stand out to drive traffic? Some are menuing these items at a discount to attract value-seeking consumers. Others are using quality cues such as ‘signature’ or ‘housemade’ in their marketing to make their offerings seem more premium. IHOP, for example, took both approaches with its $5 Buttermilk Crispy Chicken Sandwich, featuring standard toppings plus its signature IHOP sauce.