KFC is planning a major menu update because they’ve been losing popularity with younger customers, known as Gen Z. These customers tend to prefer chicken without bones over the classic fried chicken buckets.
For years, KFC has primarily focused on traditional fried chicken, but this approach has caused them to fall behind competitors like Raising Cane’s. In fact, Raising Cane’s surpassed KFC last year to become the third most popular chicken restaurant in the United States.
Sales of bone-in chicken have decreased by 4% since 2020, according to Circana data, while boneless chicken is becoming more popular, with an 11% increase in sales. Datassential, a market research company, found that restaurants are offering bone-in chicken on their menus 72% less often than they did four years ago. Conversely, boneless options like wings, tenders, and nuggets have seen a 29% increase in menu appearances.
Even though Generation Z eats more fast food than any other group, they only make up 6% of KFC’s customers this year, according to data from Numerator. They also strongly prefer chicken that’s boneless and white meat. This is a challenge for KFC, which is famous for its traditional buckets of fried chicken – including the bone-in pieces.
KFC looks to ditch bones after dropping to America’s 4th place chicken chain
Becoming the fourth-largest chicken chain was a major wake-up call for KFC US, according to President Catherine Tan-Gillespie. She told Bloomberg that simply continuing as they were wouldn’t be good for the brand.
According to Tan-Gillespie, KFC’s aim is to reclaim its status as a truly American icon. She believes the brand lost its way somewhat, and is now looking into new menu options and formats to better cater to customers who prefer not to deal with bones.
She wondered how many chicken tenders came in each order. Specifically, she asked what a single serving size looked like, and what a serving for two would include.
KFC hasn’t announced when these new items will be available, but the company is doing more than just changing the menu. They’re also launching ‘Saucy,’ a new restaurant specializing in chicken tenders and a variety of dipping sauces.
This year, KFC’s parent company, Yum Brands, started a new fast-food chain called Saucy. They bought 13 restaurant spaces to get it going, and the first Saucy opened in Orlando, Florida in 2024. Another location is planned for Jacksonville.
In 2025, the brand gained attention through unusual viral marketing campaigns, including collaborations that resulted in products like chicken-flavored toothpaste and gravy ice cream.
In Canada, the restaurant chain really embraced pickles, creating a special menu dedicated to them, and even offering a unique “Pickle Pepsi” drink.
I’m not sure if KFC’s new boneless chicken buckets will actually win over Gen Z, but one thing’s for sure: they’re definitely making a splash in the fast-food chicken battle! They’re not holding back, and I’m here for it.
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2025-10-29 21:50