The avian beak is a multipurpose organ playing a vital role in a variety of functions, including feeding, drinking, playing, grasping objects, mating, nesting, preening and defence against predators and parasites. With regards to poultry production, the beak is the first point of contact between the bird and feed. The beak is also manipulated to prevent unwanted behaviour such as feather pecking, toe pecking and cannibalism in poultry as well as head/ neck injuries to breeder hens during mating. Thus, investigating the beak morphometry of poultry in relation to feeding and other behaviours may lead to novel insights for poultry breeding, management and feeding strategies. Beak morphometry data may be captured by advanced imaging techniques coupled with the use of geometric morphometric techniques. This emerging technology may be utilized to study the effects of beak shape on many critical management issues including heat stress, parasite management, pecking and feeding behaviour. In addition, existing literature identifies several genes related to beak development in chickens and other avian species. Use of morphometric assessments to develop phenotypic data on beak shape and detailed studies on beak-related behaviours in chickens may help in improving management and welfare of commercial poultry. (C) 2020 The Authors. Published by Elsevier Inc. on behalf of The Animal Consortium.