In recent months, several leading fast food companies have intensified their focus on chicken products, responding to the growing consumer preference for this protein. Major players like McDonald’s, Taco Bell, and Wendy’s are strategically expanding their chicken offerings, aiming to capture a more significant share of the market. McDonald’s has made notable announcements, including the introduction of McCrispy Strips as a permanent menu item by May 5. CEO Chris Kempczinski hinted at this during the company’s fourth-quarter earnings call, indicating a robust commitment to enhancing McDonald’s chicken portfolio.
In addition to the McCrispy Strips, McDonald’s is planning the return of its popular Snack Wrap, set to launch in the U.S. along with a few other markets this year. The announcement generated excitement on social media, featuring cryptic hints about the item’s comeback. Furthermore, McDonald’s is working on expanding its McCrispy chicken sandwich availability from over 70 markets to nearly all U.S. locations by year-end. The chain is also looking to intermittently promote the Chicken Big Mac as a limited-time offering, showcasing an adaptive strategy to meet evolving consumer preferences.
Taco Bell is also making strides within its chicken offerings. The introduction of crispy chicken nuggets, which had successful initial limited-time availability, marks an effort to make this product available permanently by 2026. Taco Bell noted that the nuggets comprised nearly one in six orders during their previous run, leading to their reintroduction as part of a broader strategy to incorporate chicken into various menu items. At an early March event, the brand announced plans to unveil crispy chicken burritos and tacos temporarily, indicating that chicken innovations are a central part of their future menu development.
Previously, Taco Bell had rolled out a Cantina Chicken Menu, featuring items like the Cantina Chicken Burrito and Quesadilla. The brand has ambitious goals, aiming for these items to generate $5 billion in system sales by 2030. With approximately 95% of the innovations coming from its test kitchen focusing on chicken, Taco Bell is clearly prioritizing its chicken menu as a significant growth avenue.
Wendy’s is also on the chicken bandwagon, with CEO Kirk Tanner discussing plans to broaden their chicken offerings alongside beverages. In a recent blog post after an investor meeting, Tanner emphasized the importance of delivering modern, crave-worthy chicken options while maintaining the quality of their signature square hamburgers and fresh, never-frozen beef. The expansion is a response to consumer trends, particularly among key growth audiences who favor chicken.
The company’s focus on chicken aligns with the insights shared by Wendy’s Chief Marketing Officer, Lindsay Radkoski, who indicated that chicken significantly resonates with their target demographic. Radkoski noted that the company’s menu development regarding chicken is currently more extensive than ever before, reflecting a proactive response to consumer demands. One of the latest additions to their menu is the Cajun Crunch Chicken Sandwich, demonstrating their commitment to innovate and cater to the evolving tastes of their customers. As these fast-food giants pivot towards chicken, it underscores a larger trend in the industry, signaling that chicken is becoming an increasingly prominent staple on fast-food menus across the board.
