Experts examine the trends influencing protein consumption at Chicken Marketing Summit
"It's not that all of a sudden chicken is everywhere — it's always been everywhere. But what are the operators doing with it?" said Maeve Webster, president of Menu Matters, who will speak during Chicken Marketing Summit 2026 happening July 27-29 at the Innisbrook Resort in Palm Harbor, Florida.
Chicken has never been more popular in foodservice, but popularity alone won't protect operators who fail to differentiate. With chicken appearing on virtually every menu at every price point, the real battle is no longer about the protein itself.
The 2026 Chicken Marketing Summit presentations will focus on the theme “The Protein Moment,” aiming to help retailers, restaurateurs and chicken processors adapt and thrive. Registration is now open for the annual executive conference, with early savings available until May 31.
“Chicken has never been in a better position to win with consumers,” said Elizabeth Doughman, editor of WATT PoultryUSA and Poultry Future. “The Summit will help the chicken supply chain strategize and prepare for the shifts created by protein-first eating, clean-label preferences and GLP-1 drugs.
Keynote speaker Kevin Ryan, founder and CEO of Malachite Strategy and Research, will open the conference on July 28 with his presentation “The GLP-1/high-protein consumer opportunity for chicken,” discussing how chicken marketers can help satisfy the increased craving for protein.
Topics and speakers include: Navigating the forces reshaping the broiler industry by Christine McCracken of Rabobank; QSR’s chicken battleground: Consumer demand meets menu innovation by Maeve Webster of Menu Matters; The shifting chicken shopper: Decoding 2026 retail trends by Lynn Dornblaser of Mintel; Understanding the high-protein diet trend by Amber Pankonin, RDN, a certified executive chef; Protein as a brand: Obsession, fad or here to stay?
by Hinda Mitchell of Inspire; and HPAI’s impact on global poultry products and genetics trade by John Clifford, DVM, of USA Poultry & Egg Export Council.