To prevent health and fertility problems associated with excessive weight gain, broiler breeders are severely feed restricted during rearing, which may affect welfare. We compared the effects of an experimental ad libitum feeding regimen based on qualitative restriction of food intake with conventional quantitative food restriction on the performance of female broiler breeders during rearing and lay. During rearing up to 20 wk of age, control birds were fed restricted amounts of standard broiler breeder mash once daily. Experimental birds had ad libitum access to the same standard mash mixed with 400 g of oat hulls/kg of feed and increasing concentrations of Ca propionate, an appetite suppressant. Mean total mash intake during rearing was 8.12 kg and did not differ between treatments. Both control and experimental birds showed an almost linear growth curve, treatment mean body weights were always within 100 g of the target weight line, and treatments did not differ for body weight uniformity. Groups were subjected to the same quantitative feed restriction from during lay. Feeding regimen during rearing did not affect number of eggs produced, egg weight, or egg quality up to 46 wk of age. We concluded that it may not be necessary to subject chicks to severe quantitative feed restriction to achieve desirable growth curves and body weight uniformity during rearing. Qualitative restriction of feed intake can achieve desirable growth curves in ad libitum fed chicks during rearing, and such a feeding regimen does not have negative effects on hen performance during lay.