PLAYIN' CHICKEN

America might be serving chicken for dinner, but nobody's beating the table for drumsticks.Across the country, consumers are piling their shopping carts high with packages of boneless chicken breasts for $1.89 and $1.99 a pound as retailers curry high volume with low prices. But as margins get gobbled up, the sub-category is in danger of becoming a loss leader, industry sources told SN.Some marketing

America might be serving chicken for dinner, but nobody's beating the table for drumsticks.

Across the country, consumers are piling their shopping carts high with packages of boneless chicken breasts for $1.89 and $1.99 a pound as retailers curry high volume with low prices. But as margins get gobbled up, the sub-category is in danger of becoming a loss leader, industry sources told SN.

Some marketing experts argue such attention is short-sighted. As demand reaches new h

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