You do need to add flavour to them as chicken really isn't strong tasting. You'll get a bit more flavour with better quality ones but not a lot. The dark meat (thighs are good) again provide a bit more flavour (but is greasier) but still aren't strong tasting.
It all comes down to what you add to it.
For a basic roast chicken I stick half a lemon up its bum along with some fresh time. Squeeze the other half of the lemon over the chicken. Season chicken with lots of freshly ground black pepper and small amount of salt. Drizzle with olive oil. I tend to make gravy with shallots and white wine. You can add roasted garlic cloves as well, cooked and then smooshed into the gravy.
You can use a jointed whole chicken to make coq au vin - easy slow cooked meal.
I like to pair it with chorizo, spanish style with lots of onions and peppers, chilli and paprika in a tomato sauce. Can do it with a mexican twist and turn it into fajitas.
You can also do a whole chicken rubbed with spices that would go brilliantly with a nice salad/couscous/flatbread.
Even wrapping it in parma ham and stuffing it with goats cheese is something.
TBH we don't eat much chicken because other stuff (pork in particular) is nicer. Even my fussy-prefers-everything-bland ds finds plain chicken dull.