FLYING HIGH.

The article reports that consumption of chicken in the U.S. increased by almost 25% in 2004, according to a leading commodity group. And turkey and duck are on the rise too, thanks in large part to lower prices in comparison to beef. With cost and versatility working in its favor, poultry is an all-American — and global — favorite. Preparations cut across all ethnic boundaries. Almost every restaurant offers a chicken dish on the menu, and it's usually one of the most cost-effective and least expensive on the entree list. Even so, it can be a challenge to make this everyday bird distinctive enough for customers to order when they go out for a special meal. Many chefs and menu developers pique patrons' interest by stamping it with a signature — whether they use unique seasonings, ingredient pairings, cooking techniques, or breeds of poultry. These signature touches not only improve the menu item, they boost its perceived value — allowing operators to tag a dollar or two onto the price.