A new name could help McDonald’s gain greater market share in the chicken category. The brand’s chicken sandwiches, previously known as the Crispy Chicken Sandwich, will now be known as McCrispy.
“McDonald’s Crispy Chicken Sandwich quickly became a fan-favorite when it first hit U.S. menus in 2021. And now, this beloved sandwich is joining some of our most iconic menu items — McNuggets, McMuffin, sandwiches, and McFlurry desserts — with a fresh new name: McCrispy. Earning your 'Mc' is a true McDonald’s badge of honor,” according to a statement on the company’s website.
The McCrispy chicken sandwich lineup features a white meat chicken filet, crinkle cut pickles and a buttered potato roll. Like the previous incarnation, it’s also available in Deluxe and spicy versions.
It retails for $4.59, while the spicy and Deluxe versions are priced at $4.69 and $4.99, respectively.
Bacon joins the McCrispy lineup
McDonald’s will launch two new McCrispy chicken sandwiches, the Bacon Ranch McCrispy and the Bacon Ranch Deluxe McCrispy.
Both sandwiches include a chicken filet on a toasted potato roll, but are topped with applewood smoked bacon and a creamy new Ranch sauce. The Bacon Ranch McCrispy includes crinkle cut pickles, while the deluxe version also features Roma tomatoes and shredded lettuce.
These sandwiches are available at participating restaurants for a limited time, beginning March 13.
McDonald’s continued focus on chicken
Having a competitive chicken sandwich has long been a focus for the quick service restaurant (QSR) brand.
In July 2019, the board of the National Owners Association (NOA), a group of McDonald’s franchise owners, called chicken sandwiches a top priority to help bring in more customers and better compete in the chicken sandwich wars, which boosted sales for the entire quick service restaurant chicken market.
In August 2020, McDonald’s CEO Chris Kempczinski promised customers that innovation in chicken would be coming by the end of the year. The chain launched Spicy Chicken McNuggets and Mighty Hot Sauce one month later, the first time McDonald’s introduced a new Chicken McNuggets flavor.
The long-awaited launch finally occurred in 2021 with the addition of the Crispy Chicken Sandwiches to menus nationwide.
Earlier this year, Kempczinski announced that chicken would be a continued focus for the brand in 2023, calling it “a good growth opportunity” for the brand.
