The article discusses the recent price increases by major chicken franchise companies, including BHC, Nene Chicken, Kyochon Chicken, BBQ, Goobne Chicken, and Cheogatjip Seasoned Chicken, with the highest increase being 16.6% for BHC in December last year. Consumer groups are critical of these price increases as they lead to a decrease in chicken consumption and an increase in the use of imported products, with 36% of consumers reducing purchases and 23% switching to low-cost brands. The Consumer Group Council argues that it would be more reasonable for chicken companies to lower their prices to attract consumers back.