A rebranded chicken sandwich propelled McDonald’s comp sales to grow 12.6% globally in the first quarter of 2023, the brand announced in an April 25 investor report.
“While there was no change to the core product, compelling creative and a new flavor offering supported demand and helped drive double-digit sales growth in the market,” Ian Borden, CFO, McDonald’s, explained during the call.
“By creating these fresh takes on our classic menu items, we continue to build affinity and have consistently gained affinity across our top markets in the growing chicken category across the last two years.”
Borden also noted that the Chicken Big Mac had strong sales in Canada this quarter, with a U.S. rollout planned soon.
The McCrispy line of chicken sandwiches is now available in 10 of McDonald’s largest markets globally.
An ongoing quest for a competitive chicken sandwich
Having a competitive chicken sandwich has long been a focus for McDonald’s.
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 long-awaited launch finally occurred in 2021 with the addition of the Crispy Chicken Sandwiches to menus nationwide.
The Crispy chicken sandwich lineup initially launched in 2021 and featured a white meat chicken filet, crinkle cut pickles and a buttered potato roll. It’s also available in Deluxe and spicy versions.
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. Soon afterwards, the chain decided to rebrand the Crispy chicken sandwich to the McCrispy chicken sandwich.
“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,” a statement on the company’s website read.
The QSR also added two sandwiches to the lineup, the Bacon Ranch McCrispy and the Bacon Ranch Deluxe McCrispy.
