CFO: McDonald’s is strengthening its ‘chicken credibility’

The McCrispy sandwich is now a $1 billion brand in multiple markets.

Roy Graber Headshot
Courtesy McDonald's
Courtesy McDonald's
The McDonald's McCrispy

McDonald’s McCrispy sandwich has been so popular with consumers that it has now a $1 billion brand in multiple markets, Chief Financial Officer Ian Borden said.

Speaking during the recent earnings call, in which financial results of McDonald’s third quarter of the 2023 fiscal year were discussed, Borden said that chicken menu items – led by the McCrispy – were key drivers in multiple markets.

“Our McCrispy chicken sandwich continues to be an important driver of chicken share growth. Having first launched in 2022, and now a $1 billion brand across multiple markets,” Borden said.

Two specific markets Borden identified were Australia and the United Kingdom (UK).

The McCrispy was most recently launched in Australia, Borden said, “where early results indicate a lift to chicken category sales, while bringing a renewed focus to our portfolio.”

In the U.K., there is a sense of excitement as McDonald’s has created “fresh takes on our new global favorites.” In the U.K., offerings included the McCrispy, the McCrispy Deluxe and the McSpicy, Borden said.

“By combining strong execution of our core menu offerings with new flavor news, and limited additional complexity, we continue to strengthen our chicken credibility with customers and maintain our market share leadership in the chicken category,” he said.

The McCrispy was first introduced by McDonald’s in 2021 as the Crispy Chicken Sandwich. However, the company announced in March 2023 that sandwich had been rebranded as the McCrispy.

Founded in 1940 in San Bernardino, California, by brothers Richard and Maurice McDonald, McDonald’s now operates more than 40,000 locations in over 100 countries, serving about 63 million customers every day.

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