national · macro

Guthrie's chicken fingers grew sales 16.8% while staying small

Original headline: “How Guthrie’s became the ‘60-year-old underdog’”

Why this matters

Guthrie's, a chicken-finger chain that's been around for six decades, posted 16.8% sales growth and 7.5% unit growth in 2025, outpacing most of the restaurant industry. The story matters because it wasn't built on aggressive franchising or venture money. It's a case study in a smaller, older brand finding a second wind in a category that Raising Cane's and Cane's competitors have made intensely competitive. For indie operators, the takeaway is that focused menus and brand patience can compound quietly, and the 'underdog' positioning is a feature, not a liability, with a certain customer base.

What to do

Audit your own menu for the one or two items that drive the most repeat visits, then cut anything that dilutes that focus.

Reveal Newsroom · Auto-published from nrn →

Published Wed, 27 May 2026 13:08:14 GMT