Was the supposed fried chicken boom actually a bust?
By Sarah Sutton • January 9, 2017
The year 2016 was supposed to be the year of the fried chicken sandwich — and in a way, it was. Michael Whiteman, co-founder of Baum + Whiteman, says in 2016, consumers saw chefs and restaurateurs do things with fried chicken that were fresh and unique, and that’s what is likely driving buzz. But Whiteman makes an important distinction about what kind of fried chicken is trending. “I’m only defending the sandwich,” Whiteman said. “What’s making the fried chicken so popular is what’s being applied to it.” Whiteman contends that the fried chicken sandwich will only grow in popularity as more chefs and restaurants experiment with ingredients.