Could plant-based chicken be the next restaurant “war” battle?

The chicken sandwich wars took over the food conversation. While each new battle sought to crown another winner, a new food war theme might emerge for 2022. Is plant-based chicken the next food battle waiting to be waged?

Starting on January 10, KFC rolls out Beyond Fried Chicken. While the iconic quick service restaurant has done various tests runs of this plant-based chicken offering over the years, this nationwide launch will have many people placing an order to try that plant-based finger licking good offering.

While Kevin Hochman, president, KFC U.S. said, “The mission from day one was simple – make the world-famous Kentucky Fried Chicken from plants,” it was a two-year process to perfect the offering. As KFC deems the journey, “mission accomplished,” the reality there should be some recognition for waiting to get the flavor, texture and offering right.

As Ethan Brown, Founder and CEO, Beyond Meat said, “We couldn’t be prouder to partner with KFC to offer a best-in-class product that not only delivers the delicious experience consumers expect from this iconic chain, but also provides the added benefits of plant-based meat.

Whether or not people opt for that first taste due to the plant-based food designation, a craving for KFC’s iconic flavor, or just a desire to bite into the hype, the reality is that this offering needs to fit within the menu. Given that the classic 11 herbs and spices are a mainstay of KFC, this plant-based chicken cannot stray from what makes the brand.

Looking at this offering, the launch is more of a nugget. While the coating should capture the seasoning that people expect, the texture inside needs to be on point. Even if guests are using the various dipping sauces, the whole bite must satisfy.

KFC plant-based chicken is here, but who could be next?

While many people will be heading to KFC for its Beyond Fried Chicken launch, it begs the question, who will follow with the next plant-based chicken offering? Although several restaurants have kicked off 2022 with new plant-based food offerings, the chicken wars seem poised to continue their battles with this niche.

If this idea is the next throwdown, the differential might not be the “chicken” but the seasoning and/or the coating. For many fried chicken lovers or even chicken sandwich fans, the difference comes down to the seasoning and the texture.

The quick service restaurant who can differentiate themselves by texture or mimicking the traditional fried chicken recipe might be the biggest winner in this battle. Although other brands, like Popeyes or Chick-fil-A, have not entered into this conversation, it could be just a matter of time. Can a plant-based chicken be pickle brined?

For now, place an order of the KFC Beyond Fried Chicken and taste the offering for yourself. Will it live up to the finger licking good statement?