The aims of this study were to i) estimate the occurrence of pale, soft, and exudative (PSE) meat in modern commercial Ontario broiler flocks, ii) determine the effects of the chilling method (water vs. air) on PSE meat, and iii) investigate a new inexpensive colorimeter (10% of the price of traditional color meters), the Nix Color Sensor, as an objective color measurement of chicken meat. Between June 2019 to March 2020, a total of 17 different broiler flocks were processed. The color of 1,700 boneless skinless Pectoralis major muscles was randomly measured (100/flock), where 255 samples were also measured for pH, water-holding capacity (WHC), cooking loss, and penetration force. In addition, a traditional Minolta colorimeter was used to measure random 95 samples from a single water-chilled flock and subsequently compared the values obtained with the Nix Color Sensor. Strong correlations of L* values (rho=0.75; P < 0.001), a* values (rho=0.72; P < 0.001), and b* values (rho=0.80; P < 0.001) were observed. When an L* value of 43 was used as the cut-off for the Nix, 12.5% of fillets were classified as PSE meat. Statistical differences (P < 0.05) were observed between the air and water-chill methods for L*, pH, and WHC. However, there were no significant differences observed between the 2 methods for cooking loss and penetration force values. The study indicated that PSE meat is still a challenge in Ontario broilers, and that the L*, pH, and WHC of breast meat (all indicate meat quality) are affected by the chilling method. In addition, the Nix was found to be an affordable, objective, and convenient sensor for measuring chicken meat color.