[Source – wishtv.com]
Fast-food giant hopes to replicate UK triumph with a new chicken sandwich.
McDonald’s is launching the Chicken Big Mac in the U.S. starting October 10, following its wildly successful debut in the United Kingdom. The sandwich mirrors the iconic Big Mac but swaps out the traditional beef patties for two crispy tempura chicken patties. It retains the well-known elements of the original, including the famous Big Mac sauce, pickles, shredded lettuce, and a slice of American cheese.
The Chicken Big Mac’s initial launch in the UK sold out within just 10 days, marking the most popular sandwich launch in the region’s history for the fast-food giant. Now, McDonald’s is banking on a similar reception in the U.S. as it introduces the limited-time menu item nationwide.
McDonald’s Push for More Chicken
This new offering reflects McDonald’s strategy of adding more chicken-based items to its menu, a move driven by both customer demand and cost considerations. Chicken is generally less expensive than beef, and McDonald’s sees it as a key growth area. During a recent earnings call, CEO Chris Kempczinski emphasized the importance of chicken as a “growth driver” for the brand as it works to combat declining sales. He highlighted that chicken now matches beef in terms of popularity at its restaurants, a significant shift that has led to more chicken-centric menu innovations.
The Chicken Big Mac was tested briefly in select Miami locations in 2022, where it generated enough positive feedback to merit this nationwide rollout. McDonald’s believes the sandwich will attract both loyal Big Mac fans and customers looking for new chicken options.
Fast-food chains Face Consumer Challenges
The introduction of the Chicken Big Mac comes at a time when fast-food chains, including McDonald’s, are grappling with slowing sales and reduced customer traffic. Inflation and economic uncertainty have led consumers to dine out less frequently and to spend less when they do. In response, fast-food companies have launched new items, promotions, and value meals to bring customers back.
McDonald’s, in particular, has been promoting its $5 meal deal, which will stay on the menu until December, as a way to appeal to cost-conscious diners. The company is also experimenting with new menu items, such as the Big Arch burger in Canada, which features two beef patties, cheese, and a crispy topping. If successful, the Big Arch could also be introduced in the U.S.
Looking Ahead
As McDonald’s prepares for the U.S. launch of the Chicken Big Mac, it remains focused on expanding its chicken offerings and addressing the economic challenges facing the fast-food industry. With the limited-time sandwich debuting soon, McDonald’s hopes to repeat its UK success and revitalize its menu in a competitive market. The company will release its next earnings report in November, which may provide insight into how these new strategies are impacting sales.