McDonald’s units out immediately on an enjoyable little idiot’s errand: Serving a brand new crispy hen sandwich to rival the success of those at Popeyes and Chick-fil-A. It’s a transparent try to insert itself into the great national chicken sandwich conversation — however, no one was speaking about you, McDonald’s. You don’t want to do that.
The brand new providing, the McDonald’s Crispy Chicken Sandwich, hits menus today at stores in Knoxville and Houston. It’s a fried chicken sandwich topped with butter and crinkle minimize dill pickles on a “buttery” potato roll (similar to the Popeyes sandwich). A deluxe model has lettuce, tomato, and mayo. One other innovation: They’re served in foil luggage, as at Chick-fil-A.
Apparently, McDonald’s franchise owners felt serious FOMO over not having a participant within the rooster sandwich wars earlier this year, particularly given the gross sales increase Popeyes skilled because of this: Sandwichmania gave the chain “one among its greatest quarters in almost 20 years,” in keeping with its parent firm, with Popeye’s gross sales rising greater than 10% within the third quarter of this year. The National Owners Association board, a group of McD’s franchisees who sound very bored with listening to about how good different chains’ chicken sandwiches are, wrote in a letter to administration earlier this year that ”a Chicken Sandwich at McDonald’s needs to be our prime precedence.” McDonald’s desires a chunk of that motion — full with fries.
However, McDonald’s in all probability doesn’t want it, and it positively shouldn’t count on to get it. Not like McDonald’s, Popeyes didn’t — till that new launch — serve a chicken sandwich in any respect, focusing its menu on entire rooster items, tenders, and sides. When Popeyes began serving a hen sandwich, it was actually news.
However, McDonald’s has had heaps and plenty of chicken sandwich iterations, and a brand new one could have to bother standing out. On present menus, McDonald’s already provides the McChicken, a chicken cutlet sandwich, and a buttermilk crispy chicken sandwich, a model similar to the brand new one, solely served on a white roll with a current filet recipe. As not too long ago as September, McDonald’s threw some spicy barbecue sauce on that chicken sandwich and referred to like it a brand new challenger to Popeye’s.