Chicken and Beverages Lead Restaurant Industry's Investment Priorities

According to a recent report, the restaurant industry is currently facing "softer demand," prompting a renewed focus on both value and customer experience. Amidst these competitive pressures, the 2025 Restaurant Finance and Development Conference has identified two key areas of opportunity: the chicken segment and the beverage market.

The report notes that the chicken segment is benefiting from "favorable protein economics," with restaurants leveraging chicken's premium positioning relative to beef, which has seen ongoing price volatility and higher input costs. Analysts also highlight the "menu versatility" of chicken, which lends itself well to both quick-service restaurants (QSR) and fast casual establishments. Industry insiders have told the bank that the "broad demographic reach" of chicken is driving brand expansion and new menu offerings, as chain operators balance value and quality messaging to appeal to consumers.

Alongside the rise of chicken, a parallel revolution is happening in the packaged food aisle. Major brands like Kellanova and PepsiCo have been ramping up their investments in protein-fortified snacks, capitalizing on the growing demand from health-focused Gen Z consumers and others who use products like Ozempic and want to maintain muscle mass during weight loss. With the fortified-protein product segment expected to grow from $67 billion in 2023 to more than $100 billion by 2030, industry leaders believe this trend "is going to keep coming."