How Guthrie’s became the ‘60-year-old underdog’
Guthrie's sales soar as the brand celebrates 60 years in the competitive chicken segment.
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Guthrie's Golden Fried Chicken Fingers has reported a sales increase of 16.8% in 2025, reaching $57 million, along with a 7.5% growth in unit count to 72 locations. The brand, led by recently appointed CEO Tom Carr, aims to leverage its 60-year legacy amid increasing competition in the chicken category.
Why It Matters
The sales and unit growth signal potential territory expansion, which could attract new franchisees looking to enter a thriving market segment. As competition intensifies, franchisees may need to emphasize brand values and operational quality to maintain their unit economics.
Guthrie’s Golden Fried Chicken Fingers has reported significant growth as it continues to strengthen its position in the competitive chicken category. Under the leadership of Tom Carr, who became president and CEO in January, the company, based in Auburn, Alabama, not only celebrated its 60th anniversary but also witnessed an impressive 16.8% increase in sales in 2025, totaling $57 million. Additionally, the chain expanded its unit count by 7.5%, ending the year with 72 locations.
Carr brings extensive experience in the chicken sector, having previously served as chief marketing officer at Chicken Salad Chick. His familiarity with the brand paved the way for strategic growth and brand enhancement. He remarked, “Some of it comes down to being a family-minded business and the values around the food itself. We’re still doing some things the old-fashioned way.” This philosophy highlights Guthrie’s commitment to traditional practices, such as using hand-breaded tenders that Carr claims "are more tender and taste better."
The demand for chicken fingers and tenders has surged amid a broader trend, with other brands like Raising Cane’s and Zaxby’s also experiencing rapid growth. This vibrant segment demonstrated a 5.3% year-over-year sales increase in 2025 according to Technomic’s Top 500 report, with Guthrie’s positioning itself to exceed its current ranking of No. 537 if growth trends continue.
