Chicken consumers want a sense of control and personalization when it comes to foodservice, overwhelmingly looking for “build your own experiences,” according to the first-ever food trends report from Yum! Brands. The 2026 Food Trends Report: What’s Next for Dining is created in collaboration with Yum Brands’ internal strategy agency, Collider Labs. It draws on research, behavioral insights and learnings from KFC, Pizza Hut, Taco Bell and Habit Burger & Grill.
“Our global footprint gives us unique visibility into the ever-changing ways people order and experience food,” said Ken Muench, chief marketing officer, Yum! Brands, Inc. and Co-Founder of Collider Lab. “The 2026 Food Trends Report helps us see where culture is headed and gives our brands a clearer path to creating more moments of joyful, flavorful ownership for our customers.” The report revealed three emerging consumer trends that I found particularly relevant to chicken.
1. The me-me-me economy
This trend is all about the need for personalization and autonomy, even when dining in a group. It means groups are more interested in ordering individual dishes versus family style – this is seen most often in an uptick of personal sized pizzas. It also reflects an uptick in solo dining experiences. Solo orders have grown by 51% since 2021, the report noted. Interestingly, solo diners are more likely to spend more, with 68% choosing not to take advantage of a deal and over half spending $10-30 in a visit. For chicken consumers, this means more interest in single-serve chicken formats like chicken sandwiches, tenders or bowls that are highly customizable with toppings and sauces.
2. Choice therapy
Choice therapy is all about personalization. The ability to choose what goes on your chicken or how you flavor your chicken will reign supreme in 2026. Consumers want to be able to control the amount of spice in their chicken order. They also want a variety of sauces to choose from and they want foodservice operations to rotate new sauces in throughout the year. Personalization can either happen in person – like a customization counter – or digital – via menu interfaces. Intriguingly, the data showed that consumers have begun to value customization over convenience, which was a major trend in 2025.
3. Vibe-matching
Vibe-matching may feel like a new term, but really it’s just a different way of explaining that consumers want food that makes them feel something. This might just be a brand’s cool factor – ranked #1 in the Trends Report for how consumers choose where to eat. It also may be something that’s viewed as a pick-me-up or simply a mid-week treat. Chicken items that go viral online are a great example of this. No one wants to feel left out of the biggest trends, especially if their friends are talking about it.
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