McDonald’s is doubling down on chicken in 2024, hoping to regain momentum after an E. coli outbreak stalled its progress. With new menu additions and strategic promotions, the fast-food giant aims to bring customers back to the Golden Arches.
Chicken strips and Snackwraps make a comeback
- McDonald’s will introduce chicken strips to expand its presence in the competitive fast-food chicken market.
- Snackwraps are also set to return, a long-awaited menu item that has maintained a cult following since its removal.
- The Chicken Big Mac, which has performed well in select markets, will serve as a limited-time offer (LTO) to drive interest.
- According to analysts, chicken strips may launch by late April, with snackwraps following in June or July.
Overcoming a setback
- McDonald’s momentum took a hit in late 2023 due to an E. coli outbreak linked to contaminated onions.
- The issue affected sales, leading to a 1.4% drop in comparable U.S. sales for Q4 2024.
- CEO Chris Kempczinski acknowledged the setback but remains optimistic about a recovery strategy that includes both value deals and premium-priced items.
The chicken market opportunity
- McDonald’s sees a significant opportunity in the chicken category.
- The company aims to gain at least one additional percentage point in the chicken market share by the end of 2026.
- Chicken products have become a key battleground in fast food, with competitors like Chick-fil-A, Popeyes, and KFC leading the way.
- Expanding its chicken lineup could help McDonald’s become a stronger contender in this space.
Value deals and full-priced innovation
- While new menu items will help drive traffic, McDonald’s is also relying on its value platform.
- The $5 Meal Deal and the Buy One, Add One for $1 promotions have been instrumental in customer engagement.
- Marketing campaigns will highlight these deals while also emphasizing premium items like the Chicken Big Mac.
- CFO Ian Borden pointed to Canada’s successful “Grinch Meal” promotion, which generated 30 million social media impressions, as an example of how premium LTOs can create buzz.
Looking ahead
- McDonald’s strategy hinges on a mix of affordability and innovation.
- While value deals attract budget-conscious customers, the introduction of high-margin items ensures profitability.
- The company remains committed to its core menu but will continue layering in new offerings to keep consumers excited.
- With chicken strips, snackwraps, and creative marketing on the way, McDonald’s is determined to win back traffic and strengthen its brand appeal.
As the fast-food industry evolves, McDonald’s is betting that a fresh approach to chicken will bring back customers and keep the Golden Arches shining bright.
