McDonald’s to Roll Out New Chicken Sandwiches in February

McDonald’s is stepping up the chicken sandwich wars with three new chicken sandwiches set to debut on February 24th.

The fast food giant will soon be offering a crispy chicken sandwich with crinkle cut cucumber, served on a toasted buttered potato roll. a spicy chicken sandwich, served with a spicy pepper sauce and crinkle-cut cucumber on a roasted potato roll; and the Deluxe Chicken Sandwich, which consists of shredded lettuce, Roma tomatoes and mayonnaise. The sandwiches were tested in Knoxville, Tennessee and Houston from December 2, 2019 through January 26, 2020.

“We’ve heard our customers loud and clear and we know they want more chicken options,” said Linda VanGosen, vice president of Menu Innovation, in a statement. “We are confident that all chicken fans – from traditionalists to condiments – will discover a new menu favorite that they will return to time and time again.”

The news follows the launch of Spicy Chicken McNuggets and Mighty Hot Sauce in September. It was the first time since 1983 in the US that McDonald’s introduced a new Chicken McNuggets flavor. The chain’s chicken menu also includes the McChicken Sandwich, Chicken McGriddle, and McChicken Biscuit Sandwich.

The introduction of the new chicken sandwiches has been in preparation for years. The foray was an attempt to compete with Chick-fil-A’s growing popularity, which ended with an AUV of $ 4.5 million in 2019, compared to $ 2.9 million at McDonald’s.

In July 2019, the McDonald’s National Owners Association wrote in an email that the brand should make a chicken sandwich a top priority. Prior to the Crispy Chicken Sandwich, McDonald’s hadn’t tested a chicken sandwich offering as it was piloting an Ultimate Chicken Sandwich in more than 160 Washington locations. The brand previously had a southern-style chicken sandwich – served on a hamburger bun with fried chicken fillet and pickles – but it was discontinued in 2015 after 10 years.

McDonald’s US President Joe Erlinger said in a recent investor update that the chicken sandwiches exceeded expectations for key metrics during the tests, and that McDonald’s believes the sandwiches “will boost our chicken journey, our chickens.” -Build references and make people look at us differently. “

“Developing a reputation for great chicken is one of our ultimate goals,” said Erlinger during the investor update. “We want customers to choose McDonald’s for Chicken because they have a unique, desirable taste that they can only get under the arches. First, we listened to consumers to understand our current barriers and potential. What is clear is that none of our markets are “a chicken sandwich away” to achieve this goal. We need to take a broader approach where chicken is a platform, not a single product. It is a multi-stage strategy that harnesses the significant potential of this category and is informed and inspired by successes from around the world. “

Over the past year and a half, a multitude of quick service brands have launched new chicken sandwiches, particularly Popeyes, which are still enjoying the benefits after their product went viral in the summer and fall of 2019. Other Chains That Have Tested The new chicken sandwiches include Wendy’s, Jack in the Box, KFC, and Burger King, among others.

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