Myrtle Beach, SC, December 24, 2025
Chick-fil-A’s recent menu adjustments, including a shift in its chicken antibiotic policy and new waffle fries recipe, have sparked discussions among consumers nationwide. The restaurant chain’s move to address supply chain challenges affects customer perceptions of taste and portion sizes. This evolving landscape offers insights for Myrtle Beach small business owners navigating market dynamics. With the ongoing ‘fried chicken war’ in fast food, adapting to market demands remains crucial for success. National trends highlight the need for local entrepreneurs to innovate and maintain strong consumer relationships.
Myrtle Beach, SC – The fast-food industry, a dynamic landscape of innovation and consumer choice, consistently presents challenges and opportunities for businesses, from local eateries to national chains. In this environment, adaptability and a keen understanding of customer preferences are paramount for sustained economic growth. Even established giants like Chick-fil-A are navigating significant shifts, with recent changes to their menu sparking widespread discussion among customers nationwide. These developments offer valuable insights for South Carolina entrepreneurs and Myrtle Beach small businesses striving for resilience and competitive edge.
The spirit of entrepreneurial innovation is always at work in the food sector. Businesses constantly refine their offerings, responding to evolving tastes, supply chain realities, and intense competition. While these changes are part of a broader national trend, their impact on consumer behavior and expectations can resonate deeply within local markets, influencing how Myrtle Beach SC business owners approach product development and customer engagement.
Chick-fil-A’s Chicken Sandwich: Noticed Changes Nationwide
Customers across the United States have recently observed notable changes to Chick-fil-A’s signature chicken sandwich. These perceptions include a different taste and texture of the chicken, with some consumers suggesting the sandwiches seem smaller for the price.
A primary factor behind these observations is Chick-fil-A’s transition from a “No Antibiotics Ever” (NAE) chicken policy to “No Antibiotics Important to Human Medicine” (NAIHM) in spring 2024. This strategic shift was driven by the need to maintain a consistent supply of high-quality chicken and address potential supply-chain challenges. Under the NAIHM standard, chickens may receive animal-specific antibiotics if they become ill, though antibiotics vital to human medicine remain restricted.
The Ongoing Fried Chicken War
These adjustments occur amidst an intensifying “fried chicken war” across the fast-food industry nationwide. This competitive landscape sees numerous quick-service restaurants, including those traditionally known for other items, rolling out or refreshing their fried chicken offerings. The heightened competition places pressure on all players to innovate and adapt their products to capture consumer interest. In 2024, chicken Quick Service Restaurant (QSR) chains experienced an 8.9% year-over-year growth, surpassing the 1.4% growth seen in burger companies. This ongoing battle for market share underscores the continuous need for businesses, large and small, to evaluate their offerings and operational strategies.
Waffle Fries: A New Recipe Draws Attention
Beyond the chicken, Chick-fil-A has also introduced a new recipe for its popular waffle potato fries, with customers nationwide noticing the change. Announced around Christmas week, the updated recipe now includes pea starch, aiming to make the fries “crispier, longer.” However, this change has generated mixed reactions, with many customers expressing a preference for the old recipe. Some have reported the new fries taste “bland” or “oily,” while others noted potential allergy concerns due to the pea starch.
The feedback on the waffle fries highlights a common challenge for businesses: evolving a beloved product while retaining customer loyalty. For Myrtle Beach small business owners, this reinforces the importance of carefully considering customer sentiment when implementing menu or product innovations.
The Value of Customer Experience and Brand Consistency
Despite product changes, Chick-fil-A has consistently been recognized for its customer service, characterized by its team members’ frequent use of “My Pleasure” when responding to customers. This practice, inspired by founder Truett Cathy’s experience at a high-end hotel, was actively encouraged among employees starting in the early 2000s to convey a genuine desire to serve. This commitment to a distinctive customer experience nationwide has become a hallmark of the brand. The brand’s focus on service and quality has contributed to its financial success, with the company generating over $9 billion in total revenue in 2024. In fact, for the 11th consecutive year, Chick-fil-A was named the top quick-service restaurant in the American Customer Satisfaction Index 2025 Restaurant and Food Delivery Study. This demonstrates that a strong brand identity and exceptional service can be crucial differentiators, even as product offerings evolve.
Implications for Myrtle Beach SC Business and Economic Growth
The experiences of national brands like Chick-fil-A offer important lessons for economic growth and entrepreneurial success in Myrtle Beach and across South Carolina. The need for businesses to adapt to supply chain pressures, respond to competitive market forces, and manage consumer expectations is universal. For Myrtle Beach small business owners, this means continuously evaluating product quality, operational efficiency, and customer feedback. The competitive environment for food services, particularly in a vibrant tourist destination like Myrtle Beach, demands ongoing innovation and a steadfast commitment to delivering value and quality. Encouraging an environment of limited regulation can empower local entrepreneurs to experiment and respond quickly to market demands, fostering a healthy ecosystem for business development and job creation.
Remaining attuned to consumer preferences and demonstrating resilience in adapting to market shifts are critical for businesses in any sector. By focusing on innovation, quality service, and understanding the evolving marketplace, Myrtle Beach SC businesses can continue to thrive and contribute to the region’s overall economic prosperity.
Conclusion
The evolving landscape of the food industry, exemplified by nationwide changes at Chick-fil-A concerning its chicken sandwiches and waffle fries, underscores the relentless pace of business and the importance of adaptation. These shifts, driven by factors ranging from supply chain considerations to intense competition, highlight the delicate balance between innovation and maintaining consumer trust. For South Carolina entrepreneurs and Myrtle Beach small business owners, these national trends offer valuable insights into navigating market dynamics, emphasizing that sustained success often stems from a commitment to quality, responsiveness to customer feedback, and an entrepreneurial spirit ready to embrace change. Supporting local businesses that embody these principles is key to fostering continued economic growth in our community and ensuring Myrtle Beach remains a vibrant hub for enterprise.
Stay engaged with the pulse of Myrtle Beach’s economic future and continue to support the innovative spirit of our local businesses.
Frequently Asked Questions (FAQ)
- What significant change did Chick-fil-A make to its chicken? (Nationwide)
- Chick-fil-A transitioned from serving “No Antibiotics Ever” (NAE) chicken to “No Antibiotics Important to Human Medicine” (NAIHM) chicken in spring 2024.
- Why did Chick-fil-A change its antibiotic policy for chicken? (Nationwide)
- The decision was made to maintain a consistent supply of high-quality chicken and address supply-chain challenges.
- How have customers reacted to the changes in Chick-fil-A’s chicken sandwich? (Nationwide)
- Customers nationwide have noticed a different taste and texture in the chicken, and some perceive the sandwiches as smaller for the price.
- What changes were made to Chick-fil-A’s waffle fries? (Nationwide)
- Chick-fil-A introduced a new recipe for its waffle potato fries that includes pea starch, intended to make them “crispier, longer.”
- How have customers reacted to the new waffle fries recipe? (Nationwide)
- Many customers have expressed a preference for the old recipe, with some describing the new fries as “bland” or “oily,” and others raising concerns about pea starch for allergies.
- What is the “fried chicken war” in the fast-food industry? (Nationwide)
- The “fried chicken war” is an ongoing intense competition among fast-food chains across the nation, where many restaurants are launching or refreshing their fried chicken offerings to gain market share.
- How does Chick-fil-A’s customer service contribute to its brand? (Nationwide)
- Chick-fil-A is renowned for its customer service, notably the use of “My Pleasure” by team members, which reflects a commitment to creating remarkable experiences and a genuine desire to serve, contributing to strong brand identity and loyalty.
Key Features of Chick-fil-A’s Recent Changes
| Feature | Details | Scope |
|---|---|---|
| Chicken Antibiotic Policy | Transitioned from “No Antibiotics Ever” (NAE) to “No Antibiotics Important to Human Medicine” (NAIHM) in spring 2024. NAIHM allows animal-specific antibiotics for sick animals, while restricting human-important ones. | Nationwide |
| Chicken Sandwich Perception | Customers have reported changes in taste, texture, and a perception of smaller sandwich sizes. | Nationwide |
| Waffle Fries Recipe | New recipe introduced around Christmas week, includes pea starch to make fries “crispier, longer.” | Nationwide |
| Waffle Fries Customer Reaction | Mixed reactions; many prefer the old recipe, noting changes in taste and texture. Some have raised allergy concerns due to pea starch. | Nationwide |
| Customer Service Slogan | “My Pleasure” remains a distinctive part of their customer service, emphasizing hospitality. | Nationwide |
| Competitive Landscape | Changes occur amid an intensifying “fried chicken war” across the fast-food industry. | Nationwide |
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Author: STAFF HERE MYRTLE BEACH
The HERE Myrtle Beach Staff Writers are a collaborative team of journalists, editors, and local contributors passionate about delivering accurate, timely information to the Myrtle Beach community. As part of the HEREcity.com Network, which powers over 100 U.S. city sites including HEREcolumbia.com, our staff draws on collective experience in South Carolina journalism to cover everything from business sales and real estate developments to dining deals and community initiatives. Our Expertise and Background Local Roots in Myrtle Beach Our team includes lifelong Myrtle Beach residents and SC natives with deep knowledge of the area’s history, economy, and culture. We’ve covered key events like the recent developments along the Grand Strand, Myrtle Beach’s tourism and hospitality industry, and growth in local education sectors (e.g., Coastal Carolina University programs). Collective Experience With over 50 combined years in journalism, our staff has backgrounds in print, digital media, and community reporting. We prioritize fact-based stories, drawing from sources like the Myrtle Beach Area Chamber of Commerce, city government records, and on-the-ground interviews. Commitment to Quality Every article is a group effort, involving research, editing, and verification to ensure reliability. We adhere to journalistic standards, citing credible sources and updating content as new details emerge.
