Fowl Play: Restaurants Hatching Plans to Crack the Breakfast Slump
- eileen strauss
- 3 days ago
- 3 min read
For years, breakfast was the golden goose for restaurants—reliable, profitable, and sunny-side up. But lately, the morning rush has gone from smooth to scrambled.
For quick-service restaurants (QSRs) especially, breakfast was once a sure bet—the time of day when commuters lined up for coffee, bagels, and breakfast sandwiches without thinking twice. Now, with remote work flattening routines and grab-and-go pastries and lattes available everywhere, QSRs are feeling the crunch. To win back diners and prevent sales from flying the coop, brands are beefing up menus with bolder flavors, heavier protein, and more portable formats.
The star of that strategy? Chicken. From crispy fillets tucked into biscuits to spicy tenders crowning waffles, poultry is proving to be the secret ingredient hatching new life into breakfast. Eggs had their moment, but now, it’s chicken’s turn to rule the roost.
The Chicken or the Egg?
Breakfast has long been synonymous with eggs, but today’s diners are craving something meatier. Chicken brings protein-packed power, pairs perfectly with morning staples, and feels fresh enough to spark interest. Think chicken-and-waffles with a spicy twist, fried chicken biscuits that rival the morning bagel, or grilled chicken breakfast bowls for health-conscious eaters.
Turns out, the early bird might not just catch the worm—it might crave a crispy chicken biscuit instead.
Playing Chicken with Morning Sales
For QSRs, leaning into chicken isn’t just about flavor; it’s about winning back traffic. In a daypart where restaurants can't allow anything to fall through the cracks, chicken offers versatility that eggs alone can’t. Major players are testing crispy chicken sandwiches, breakfast burritos, and wraps to give customers a reason to stop in before lunch.
Menu Ideas to Crack the Breakfast Slump
From indulgent comfort food to lighter, health-conscious options, here are some of the best chicken-for-breakfast ideas restaurants are experimenting with:
Comfort Classics with a Twist
Southern Fried Chicken Biscuit – Crispy chicken thigh, honey butter, and a drizzle of hot honey on a buttermilk biscuit.
Chicken & Waffles Remix – Classic combo with optional spicy maple syrup or sriracha butter.
Chicken Hash Skillet – Diced chicken, crispy potatoes, onions, peppers, topped with a fried egg.
Handhelds for the Morning Rush
Grilled Chicken Breakfast Burrito – Chicken, scrambled eggs, cheddar, peppers, and chipotle crema wrapped to-go.
Crispy Chicken Breakfast Slider Trio – Mini buns with chicken tenders, egg, and different sauces (maple aioli, buffalo, ranch).
Chicken & Egg Pita Pocket – Warm pita stuffed with grilled chicken, spinach, and feta.
Health-Conscious Options
Protein-Packed Chicken Bowl – Grilled chicken, scrambled egg whites, quinoa, spinach, and avocado.
Chicken Sausage & Veggie Scramble – Lean chicken sausage, zucchini, peppers, and mushrooms with eggs.
Greek Yogurt & Chicken Power Plate – Grilled chicken strips served with yogurt, berries, and almonds (a “breakfast bento”).
Global Inspirations
New Pecking Order
Eggs, bacon, and pancakes may be breakfast classics, but the shift toward higher-protein, more filling meals has put chicken front and center. It’s lean, adaptable, and works in both indulgent and health-conscious formats.
And QSRs aren’t stopping there. Designed to make breakfast feel less routine, steak-stuffed burritos, plant-based sausages, and global flavor twists are also hitting menus, bridging the gap between comfort food and craveable innovation.
Breakfast-on-the-Go Beefing Up Delivery
With grab-and-go routines changing and more consumers opting to eat at home or the office, breakfast delivery has become a key growth area for QSRs. Chicken-based menu items are especially delivery-friendly. Crispy chicken sandwiches, breakfast burritos, and protein bowls not only travel well and hold up in transit, but their compact design keeps flavor and texture intact.
Major Brands Cashing In
Chick-fil-A promotes breakfast combos via mobile ordering, making it easy for customers to grab chicken biscuits or bowls on the way to work.
Wendy’s is experimenting with chicken-based breakfast sandwiches to capture customers who want something new.
McDonald's offers a variety of popular breakfast options like the Egg McMuffin, Sausage McMuffin, McGriddles, and biscuit sandwiches, along with larger meals like the Big Breakfast and Hash Browns.
By offering breakfast that’s portable, craveable, and easy to order, QSRs are not just filling plates, they’re filling the gaps left by slower in-store traffic and winning back the early-day check.
Takeaway
Breakfast isn’t just eggs and toast anymore. QSRs are using chicken—fried, grilled, or globally inspired—to reinvent the morning menu. By adding protein, variety, and convenience, they’re not just reviving sales—they’re rewriting the morning playbook.
When it comes to cracking the breakfast slump, the answer isn’t chicken or the egg—it’s both, and then some.
So when it comes to cracking the breakfast slump, the debate isn’t chicken or the egg anymore. These days, restaurants know it takes both—and then some—to rule the roost.
By Eileen Strauss
