Can Wendy’s Boost Slumping Sales by Adding Vegan Chicken? PETA Thinks So!

For Immediate Release:
February 19, 2026

Contact:
Moira Colley 202-483-7382

Is Wendy’s ready to turn over a new leaf? With the fast-food chain adding more chicken to its menu in an apparent attempt to offset sales so low that it’s having to close roughly 300 U.S. locations, PETA sent a letter today to interim CEO Kenneth Cook, with a smarter solution: Win over today’s young conscientious consumers by adding tasty vegan chicken instead.

In the letter, PETA notes that consumer research shows that nearly 15 percent of Gen Zers and Millennials don’t eat meat and that vegan chicken has emerged as one of the fastest‑growing segments in the vegan food market, with analysts projecting its market value to surpass $17 billion in the U.S. by 2035.

“If Wendy’s wants to stay competitive, it needs mouthwatering vegan options—not another animal on the menu,” says PETA President Tracy Reiman. “A vegan chicken sandwich or wrap would ruffle feathers in the best way, and PETA would be happy to highlight the new menu addition.”

Chickens are social learners who watch and emulate one another. They form strong bonds, dream when they sleep, and worry about the future, just as humans do—but in the meat industry, chickens are confined by the tens of thousands to severely crowded, filthy sheds and bred to grow such unnaturally large upper bodies that their legs often become crippled under the weight. At slaughterhouses, mechanized blades slit their throats—often while they’re still conscious—and many are scalded to death in de-feathering tanks.

PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. PETA’s free vegan starter kit is filled with tips to help anyone looking to make the switch. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.

PETA’s letter to Cook follows.

February 19, 2026

Kenneth Cook

Interim Chief Executive Officer

The Wendy’s Company

Dear Mr. Cook:

I’m writing on behalf of People for the Ethical Treatment of Animals with an idea that would broaden the appeal of Wendy’s fan favorites: adding vegan chicken.

Many diners are looking for a one‑stop restaurant where everyone is satisfied. Today’s families and friend groups often include at least one person who is choosing vegan meals for environmental, ethical, health, religious, or other reasons. Consumer research shows that 13–14% of Gen Zers and Millennials identify as vegan or vegetarian, and even more describe themselves as flexitarians. As you upgrade your chicken sandwiches later this year, please consider a satisfying vegan option, which can be the deciding factor in whether the entire group chooses a restaurant or goes elsewhere.

Since your trial of the black bean patty, vegan meat has evolved to align with the quality upgrades you are seeking. Vegan chicken has emerged as one of the fastest‑growing segments, delivering on taste and texture. Analysts project the U.S. plant‑based chicken market will surpass $17 billion by 2035.

A vegan chicken sandwich or wrap at Wendy’s could spare countless birds from intensive, filthy confinement and violent slaughter, while also giving customers an easy, familiar way to eat more compassionately.

To show support for vegan chicken at Wendy’s, PETA will be asking our members and supporters to share direct feedback through a friendly petition. We hope Wendy’s will seize this opportunity to show that kind choices have a place on its core menu.

Sincerely,

Tracy Reiman

President