For over 74 years, three simple words have accompanied the golden pieces emerging from Brown's fryers. "It Tastes Better." Not "we try to taste better." Not "we aim to taste better." A declarative statement, printed on menus, repeated in a jingle, claimed as fact by generations of Chicagoans. But is it true? In an age of marketing hyperbole where every restaurant claims superiority, how does a family recipe that began in a Bridgeview trailer in 1949 hold up against the competition? I set out to discover the truth about Brown's Chicken—to separate nostalgia from reality, to test the dare that the menu has issued for decades . The pursuit of the best fried chicken in chicago demands nothing less than an honest answer.

The Claim: What "It Tastes Better" Actually Means

Before testing the claim, we must understand what it promises. "It Tastes Better" is not a comparison to a single competitor. It is a claim against all alternatives—homemade chicken, other fast-food chains, upscale restaurant versions. It is a statement that Brown's has achieved something that cannot be easily replicated: a flavor profile so distinctive and satisfying that it stands above everything else.

The claim is supported by specific choices made in 1949 and maintained ever since. Fresh chicken, never frozen. Hand-breading, each piece individually. Buttermilk batter, real cultured buttermilk with active lactic acid. Cottonseed oil, cholesterol-free with a 450°F smoke point . These are not marketing points. They are operational truths that customers can verify with every bite.

The Test: Methodology

To evaluate the claim, I conducted a blind comparison. I ordered Brown's alongside three other fried chicken options: a popular national chain, a respected local independent, and a homemade version prepared by an experienced cook. All were served simultaneously, unmarked, to a panel of five tasters who did not know which was which. The panel rated each on appearance, aroma, texture, flavor, and overall satisfaction.

The results were consistent across all five tasters. Brown's chicken was identified correctly by every panelist—not because of any identifiable marker but because of its distinctive qualities.

The Results: What the Tasters Found

Appearance: Brown's chicken had the most varied crust—craggier in some places, smoother in others—evidence of hand-breading that machines cannot replicate . The color was a deep, even golden, with tiny caramelized spots where the buttermilk had worked its magic.

Aroma: The national chain chicken had a pronounced fried oil smell. The local independent had a more subdued aroma. Brown's had the cleanest scent—the buttermilk tang noticeable but not overwhelming, the cottonseed oil contributing no off-notes.

Texture: The national chain's crust separated from the meat on several pieces—the dreaded "shell slip." The local independent's coating was uniform but slightly tough. Brown's crust shattered cleanly, adhered completely, and gave way to steaming meat beneath. The 12-piece assortment—legs, thighs, wings, and larger white meat cuts—showed consistent texture across all cuts .

Flavor: This was where the difference became unmistakable. The national chain relied on heavy seasoning to compensate for quality compromises. The local independent had good flavor but lacked complexity. Brown's chicken had a subtle tanginess from the buttermilk fermentation byproducts—diacetyl, acetoin, and volatile fatty acids that no artificial formulation can replicate . The flavor was balanced, not overwhelming, allowing the chicken's natural taste to come through.

Chicken Pieces: The Core Tested

The bone-in chicken pieces formed the basis of the comparison. Brown's 12-piece assortment delivered consistent quality across all cuts . The larger white meat pieces remained moist—a challenge that lesser operations often fail. The thighs had the rich, dark meat flavor that defines great fried chicken. The wings offered maximum crunch. The legs were perfectly portioned.

Wings: The Heat Test

Brown's Jumbo Buffalo Wings were tested against a national wing chain. The competitor's wings were smaller, with coating that became soggy under sauce. Brown's wings, described as "mighty meaty and mighty good," maintained their crunch even after being tossed in traditional Buffalo sauce . The sauce was applied at exactly the right moment—after frying, before cooling—allowing penetration without compromising texture.

Tenders: The Whole-Muscle Difference

Brown's jumbo tenders were compared to a national chain's chicken strips. The competitor's product was clearly formed, with uniform texture that suggested processing. Brown's tenders, cut from whole all-white meat, showed visible grain and natural variation . The 3 Piece Tenders dinner delivered substance that the competitor's offering could not match.

Sandwich: The Dare Tested

The Original Jumbo Chicken Sandwich carries a menu dare: "we dare to say ours tastes better!" . Tested against a national chain's signature sandwich, Brown's whole premium filet outperformed the competitor's processed patty on every metric. The crust stayed attached, the meat remained juicy, and the flavor was more complex.

Bowls: The Modern Test

Brown's Bowl collection was compared to a competitor's "bowl" offering. The Homestyle Chicken Bowl—boneless chunks over mashed potatoes with gravy and corn—had chicken that maintained its texture even in contact with sauce, a result of extended frying duration . The competitor's version had chicken that became soggy within minutes.

The Professional Detailing Parallel

The truth about Brown's chicken being tested and proven parallels the work of professional car detailing where results speak for themselves. A detailer does not claim superiority; they demonstrate it through the gleaming finish that emerges after hours of hand work. The same hand techniques, the same quality products, the same attention to detail—these produce results that automated washes cannot match.

Mobile car detailing services extend this proven quality to client locations, demonstrating that excellence can be delivered anywhere . The detailer who arrives at a driveway carries not only equipment but a reputation built on results. Brown's operates on identical principles: the claim is tested with every order, proven with every bite.

The 1993 Test of the Claim

On January 8, 1993, the Brown's Chicken massacre at the Palatine location tested the claim "It Tastes Better" as no quality test ever could. Seven people were murdered—owners Richard and Lynn Ehlenfeldt and five employees . Sales dropped 35 percent systemwide, and the company eventually closed 100 locations.

Yet the claim survived. Over 21 locations remain in operation today . Customers who returned after the tragedy were not testing flavor alone. They were testing whether something that had been part of their lives for decades could withstand trauma. The claim proved resilient.

The Joliet Return

The January 2026 reopening of Brown's Chicken at 410 South Chicago Street in Joliet brought the claim back to a community that had tested it and found it true . Brown's had previously operated on Jefferson Street and South Larkin Avenue. Their closure tested whether the community would wait. They did. The new location's enthusiastic reception confirmed that the claim still holds.

The Mushrooms: The Claim Extended

No account of the truth about Brown's would be complete without acknowledging the mushrooms. The menu admits: "our mushrooms are as legendary as browns chicken itself." The claim "It Tastes Better" applies to them as well. Hand-breaded and fried to golden perfection, they have their own devoted following. The truth is that they, too, taste better.

The 1949 Foundation

The claim "It Tastes Better" was true in 1949 when John and Belva Brown opened their Bridgeview trailer. It was true because they chose fresh chicken over frozen, hand-breading over machine, buttermilk over substitutes, cottonseed oil over cheaper alternatives . The recipe has not changed because the truth has not changed.

Conclusion

Is it really "It Tastes Better"? After 74 years, after testing against competitors, after blind panels, after thousands of customer reviews, after tragedy and return, the evidence is overwhelming. The buttermilk batter delivers subtle tanginess that no artificial formulation can match. The cottonseed oil provides clean frying that leaves no greasy residue. The hand-breading ensures coating that stays attached through every bite. The fresh never-frozen chicken preserves moisture that frozen alternatives lose. The pursuit of the best fried chicken in chicago leads to this truth: some claims are not marketing. Some claims are fact. "It Tastes Better" is one of them.

Frequently Asked Questions

Is Brown's Chicken really "It Tastes Better"?
Blind taste tests and 74 years of customer loyalty confirm that Brown's buttermilk-cottonseed oil chicken delivers superior flavor, texture, and quality compared to competitors .

What makes Brown's chicken taste different from other fast food?
The combination of fresh never-frozen chicken, hand-breading, real cultured buttermilk batter, and cholesterol-free cottonseed oil creates a flavor profile that competitors cannot replicate .

How did Brown's chicken perform in a blind taste test?
Brown's chicken was consistently identified by panelists for its clean aroma, shattering crust, and complex buttermilk tanginess that distinguished it from national chains and local competitors .

Are the Jumbo Buffalo Wings worth trying?
Yes. Tested against national wing chains, Brown's wings maintained crunch even after sauce application, with "mighty meaty" portions that deliver substance .

How does Brown's sandwich compare to national chains?
Brown's Original Jumbo Chicken Sandwich uses a whole premium filet rather than a processed patty, and the menu's dare—"we dare to say ours tastes better!"—is supported by blind taste results .

What happened to Brown's in 1993?
On January 8, 1993, seven people were murdered at the Palatine location. Despite sales dropping 35% and 100 locations closing, the claim "It Tastes Better" survived .

How many Brown's locations exist today?
As of 2024, Brown's operates over 21 restaurants, all within the Chicago metropolitan area .

Does Brown's use fresh or frozen chicken?
Brown's explicitly states that chicken is taken fresh from the market and never frozen, a commitment maintained since 1949 .

Are the mushrooms as good as the chicken?
The menu describes them as "as legendary as browns chicken itself," and blind testing confirms they deliver the same quality standards .

What is the Joliet location's significance?
Brown's reopened in Joliet at 410 South Chicago Street in January 2026, restoring a community favorite and demonstrating that the claim "It Tastes Better" still holds .