In the sequel to the 2004 documentary Super Size Me, Morgan Spurlock decides to open his own fast food restaurant in Ohio, with the intention of creating a healthier, more sustainable menu that still appeals to fast food fans. He grows his own chickens and vegetables and sources ingredients from local farmers, but soon realizes that the challenges of competing with the established fast food industry are difficult to overcome.
As he navigates the murky waters of menu development, branding, and advertising, Spurlock faces criticism and skepticism from both consumers and industry insiders. He also exposes the tactics that the fast food industry uses to make their food even more addictive and unhealthy, such as adding chemicals and flavor enhancers.
Throughout the documentary, Spurlock interviews experts in the fields of nutrition and food marketing, and tries to find a balance between making a profit and creating a business that aligns with his values and commitment to transparency. Ultimately, Holy Chicken! offers a nuanced look at the complexities of the American food system and the challenges of making healthier choices in a fast-paced, convenience-driven culture.