The challenge to reduce crude protein (CP) contents of wheat-based broiler diets is both justified and formidable because the performance of broiler chickens offered reduced-CP, wheat-based diets is usually compromised. Moreover, broiler chickens offered wheat-based diets do not accommodate CP reductions as well as do those offered maize-based diets; this appears to stem from the higher protein concentrations and more rapid starch digestion rates of wheat. The higher protein concentrations of wheat than maize result in elevated inclusion levels of non-bound (synthetic, crystalline) amino acids (NBAA). This may be an impediment, because non-bound and protein-bound amino acids are not bioequivalent and intestinal uptakes of NBAA are more rapid than their protein-bound counterparts. This leads to post-enteral amino acid imbalances and the deamination of surplus amino acids, which generates ammonia (NH3). Because NH3 is inherently detrimental, it must be detoxified and eliminated as uric acid, which attracts metabolic costs. Moreover, inadequate NH3 detoxification may seriously compromise broiler growth performance. Also, consideration is given to some intrinsic wheat factors, including soluble non-starch polysaccharides, amylase–trypsin inhibitors and gluten, that may hold relevance. Several strategies are proposed that may enhance the performance of birds offered reduced-CP, wheat-based diets, including capping dietary starch:protein ratios, blending wheat with sorghum, whole-grain feeding in association with phytase, dietary inclusions of L-carnitine and the use of protected or slow-release amino acids. In future research, it should prove instructive to compare different wheats with a wide range of protein contents that, importantly, have been fully characterised for relevant parameters, to ascertain the most appropriate properties. The successful development and adoption of reduced-CP, wheat-based diets would be an enormous advantage for the Australian chicken-meat industry as it would diminish the huge dependence on imported, expensive soybean meal.