McDonald's Corporation (NYSE: MCD), the largest burger franchise in the world, will introduce three new chicken sandwiches nationwide as part of the company's new growth strategy entitled "Accelerating the Arches." This particular strategy will seek to build on surrounding communities, to more strongly consider the values of McDonald's as a company, and to employ new growth standards that will allow the competitive nature of McDonald's to be shown.
Starting on February 24, McDonald's plans to launch three new chicken sandwiches to the public, in the hopes that it will appeal to these growth strategies and enter the "Chicken Wars," competition between Restaurant Brands International's (NYSE: QSR) Popeyes and privately owned chicken giant Chick-fil-A. The chicken sandwiches that will be available are the Crispy Chicken, the Spicy Chicken, and the Deluxe Chicken Sandwich.
Starting back in August 2019, the Chicken Wars began when Popeyes released a new type of chicken sandwich which sparked much attention on social media over who had the best chicken sandwich: Popeyes or Chick-fil-A. Since then, fast-food restaurants have tried to capture the chicken trend, with McDonald's moving beyond burgers to release its own brands of chicken sandwiches in order to create further competition and generate more comparable sales revenue.
In terms of growth strategies for McDonald's and how the launching of its new chicken sandwiches plays a role, the company values commitment, so the introduction of this new food will ultimately enable McDonald's to align with consumer needs and wants. It will expand upon the limits of what it has previously done, and especially appeal to customer demands. The implementation of these new sandwiches will allow consumers to appreciate McDonald's even further, and to possibly cancel out any desire to look to other fast food chains. McDonald's, as a company, also plans to remain relevant to its customers, and dedicated to its employees.
Overall, the introduction of these new chicken sandwiches by McDonald's aims to create variety in its menu while also maintaining competition in the Chicken Wars between itself, Popeyes, and Chick-fil-A. It will prove to be a company that stays at the top and is highly favored among customers if it continues these types of trends, and remains focused on the ultimate goal of customer satisfaction.