McDonald's bets on chicken Big Mac to reverse sales slump
Fast food chains are facing challenges with declining sales. McDonald's, one of these chains, has decided to update its menu to address the issue. Soon, a new chicken burger will be available in American restaurants.
CNN reports that some companies are introducing special offers to boost their results, while others are completely overhauling their menus. Meanwhile, McDonald's, a giant in the fast food industry, is focusing on the "driving force of growth, which will be provided by chicken."
New chicken burger at McDonald's
McDonald's believes that expanding the menu with chicken dishes will positively impact the company's performance, as poultry is expected to be less expensive than beef. Additionally, CEO Chris Kempczinski noted that sales of chicken dishes are equalling those of beef dishes.
Thus, the company plans to introduce a new burger to its American locations. The Chicken Big Mac will debut on October 10, 2024, at 2:00 AM ET. This new item is akin to the iconic Big Mac sandwich but features chicken and will be available for a limited time.
This isn't the first time McDonald's has focused on chicken. CNN notes that the Chicken Big Mac was previously sold in the UK, Ireland, and Miami to gauge customer response. It turned out the British embraced this version of the iconic burger, as it sold out in just 10 days.
McDonald's challenges: first drop in three years
The difficulties at McDonald's are evident from the data. In Q2 2024, the chain reported a decline in sales, marking its first such drop in 13 quarters, or three years.
According to financial reports released in July 2024, global sales fell by 1%, contrary to expectations for a 0.5% increase. This was due to a 0.7% decline in the United States, a 1.1% decrease in international markets, and a 1.3% drop in markets with licensed entities.
