Are we entering a new era of fast-food chicken war?

Australians consumed one kilogram of chicken per week in 2025.

Australia’s major fast food and fast-casual chains have kicked off 2026 with a wave of new chicken burgers, tenders, protein bowls and parmigiana-inspired builds, raising questions over whether the sector is sliding into another competitive “chicken war” as brands crowd the menu with fresh poultry-led launches.

A report published last spring 2025 by ANZ, Australians consumed one kilogram of chicken per week.

Michael Whitehead, executive director of food and beverage and agri insights, over the past two decades chicken has become cheaper and easier to prepare.

“Since 2000, chicken prices in Australia have risen 36% whilst lamb has soared 182% and beef by 146%,” Whitehead said.

Quick-service restaurants are fueling this growth, with chicken sales expected to exceed $4b by 2032.

In the first two months alone, fast-food chains are creating new menu base on poultry.

In January, McDonald’s hopped on the chicken trend early in January. When it brought back the El Maco Beef burger, it also created a chicken version and a wrap.

KFC soon followed with the launch of its Zinger protein bowl that features a Zinger fillet served on a crunchy slaw and delivers around 44 grams of protein.

Healthy Burger chain Grill’d extended its partnership with F1 driver Oscar Piastri with the release of a new chicken Piastri burger.

Red Rooster recently released a pub-style chicken parmigiana burger range.

Soul Origin launched an expanded breakfast and lunch menu, with the addition of an all-new chicken wrap.

Schnitz also recently entered the chicken tenders game.

Whitehead said that though their recent report indicates that chicken may be peaking in Australia, with individual consumption levels dipping, overall volume growth remains solid, largely driven by demographic expansion and market diversification.