Chasing Chicken: McDonald’s Relaunches Strips to Reclaim Market Share

Veuer

At some point you have probably heard some gushing over McDonald’s McRib returning for a limited time. That’s because the fast food chain is known for its transient menu, but now they’re adding a new permanent menu item all in the name of competition. Veuer’s Tony Spitz has the details.

Transcript

00:00At some point you've probably heard some gushing over McDonald's McRib returning for a limited time.

00:05That's because the fast food chain is known for its transient menu, and now they're adding a new

00:09permanent menu item all in the name of competition. The McCrispie strips are all white meat chicken

00:14tenders, and they'll soon be at your local McDonald's, seemingly permanently after a

00:18multi-year hiatus. The original chicken strips were removed in 2020 during the pandemic as part

00:23of a strategy to simplify operations. Consumer demand was a major factor in their return,

00:28with the company saying fans have consistently asked for the item back. However, other fast

00:33food chains have begun offering more chicken items, with the larger menu revival coming shortly ahead

00:37of a May 1st earning report. That's because investors are likely concerned about the brand's

00:42struggles with price sensitivity and value perception. Alyssa Buticofer, chief marketing

00:46and customer experience officer at McDonald's, said during a press release,

00:50the demand for chicken strips has been remarkable to see across the industry,

00:53so we knew we had to deliver something so craveable that it was worth the wait.

00:57We took our time, listened to our fans, and created a product we knew they would crave.

01:01The new chicken strips will be available starting May 1st.

Category

Transcript

Recommended