McDonald’s has finally entered into the chicken sandwich zone in 2021. The food chain would be rolling out its very own chicken sandwich, and that too in three different variations. With this, McDonald’s, which is well-known for its burgers worldwide, would be stepping within the chicken sandwich market that is already heated up with its rival food chains like Popeyes and Chick-Fil-A, whose chicken sandwiches are quite popular.
McDonald’s would be launching its chicken sandwich in ‘classic,’ ‘deluxe’ and ‘spicy’ flavors. The game begins on February 24. All three variants of the chicken sandwich would be stuffed with a chicken fillet consisting of white meat. Along with this, there would be add-ons in the form of pickles that have undergone crinkle cutting. These items would be placed upon a potato roll toasted with butter.
Popeyes entered into the chicken sandwich zone back in August 2019. Since then, chicken lovers have been going crazy with Popeye’s sandwich. Right from that time, many food chains have been wanting to experiment with their own chicken sandwiches. For instance, KFC has been trying out many permutations and combinations within its existing menu.
Now, after almost 18 months, McDonald’s has decided to enter this field. However, planning for the same has been going on for some time now. Reuters claims that McDonald’s decided to bring about its own chicken sandwich due to its popularity within the Chicken McNuggets area. This dish has been a popular item within McDonald’s outlets for almost three decades now. Again, last year, during September, McDonald’s brought back its famous Spicy Chicken McNuggets, albeit for a limited time period. Needless to say, the comeback dish caused its sales to scale great heights, marking it as the best September sale for the last 10 years.
Mark Kalinowski, who analyzes equities for restaurants, went on to say, “As commonplace as the chicken is, it’s a growth area. You want to participate in that growth.”
However, in order to achieve success within this area, McDonald’s needs to strike the right chords. And for this, the food chain needs to sort out shortcomings cropping up due to the low availability of pressure fryers, which may cause major hindrances. Moreover, it needs to work hard to match the level of chicken sandwiches generated by food chains like KFC, Chick-Fil-A, and Popeyes, who make use of fresh chicken from the poultry.
Chas Hermann, a marketing consultant specializing within the restaurant area, wished that McDonald’s does not enter into the chicken market, pitting it against its other rivals from the industry.
When Popeyes launched its chicken sandwich, a major fight ensued on social media platforms between Popeyes and its rival Chick-Fil-A. The Popeyes chicken sandwich became so popular that its sales spiked up to high levels during that quarter. The increase in demand for Popeyes chicken sandwiches and its sales growth prompted many other biggies in the hotel industry to enter the chicken sandwich area.
Furthermore, Chick-Fil-A reported high growth down South, seeing which McDonald’s went ahead and tried to implement these chicken sandwiches within its menu.
With McDonald’s launching its chicken sandwiches, Harmann stated, “They’ll improve their chicken sandwich. It won’t win awards. They will have some of the very best marketing around it.”