Belatedly, McDonald's recognized the success of competitors’ chicken sandwiches served by segment leader Chick-fil-A and newcomer Popeye's Louisiana Kitchen. Both companies have gained share of the QSR market by serving high-quality chicken sandwiches.
In 2019, McDonald's franchisees agitated for an improved chicken sandwich. The McDonald's behemoth labored mightily and has now come up with effectively what their major competition serves. The chicken sandwich range will include the Crispy Chicken Sandwich topped with a pickle and served on a potato roll (sound familiar?); the Spicy Chicken Sandwich with a pepper sauce and the Deluxe Chicken Sandwich accompanied by lettuce, tomato and mayo.
Why did it take so long? All they had to do was copy their competition. It should not have required much reverse engineering to determine how a Chick-fil-A sandwich was prepared given the notorious You-Tube posting. Sourcing potato rolls, pickles and chicken breasts filets should not have been difficult.
Based on history, McDonald's is highly effective at reducing menu items, but has difficulty conceptualizing winners. Based on their past performance it could be said that innovation at McDonald's is very much like breeding elephants. It all takes place at a very high level, is accompanied by groaning and heaving and it takes many months to see any result.
The new chicken sandwich will be good for the franchisees and competition among QSR's is ultimately good for the chicken industry.