McDonald’s is making a significant move to regain ground in the competitive chicken market by reintroducing its chicken strips after a five-year hiatus. Beginning May 5, McDonald’s will offer its new McCrispy Strips, made with all-white chicken tenders coated in crispy, golden-brown breading. This marks the fast-food giant’s first permanent menu addition in four years.
Chicken has been a dominant force in the fast-food industry, with chains like Raising Cane’s, Wingstop, and Taco Bell all gaining popularity with their crispy chicken offerings. McDonald’s, known for its iconic burgers, had fallen behind in this category as chicken-centric chains and new competitors captured a larger share of the market. The decision to bring back McCrispy Strips aims to address this shift in consumer preference and meet the growing demand for chicken products.
The McCrispy Strips will be available in three or four pieces, with a variety of dipping sauces, including barbecue, spicy buffalo, and ranch dressing. In addition, a new Creamy Chili dip will be offered as a complementary sauce. This reintroduction of chicken strips comes after they were removed from McDonald’s menu in 2020 as part of a broader strategy to streamline operations during the pandemic. However, due to continued fan requests, the company decided to bring them back to its offerings.
Alyssa Buetikofer, McDonald’s Chief Marketing and Customer Experience Officer, commented on the decision, saying, “The demand for chicken strips has been remarkable to see across the industry, so we knew we had to deliver something so craveable that it was worth the wait. We took our time, listened to our fans, and created a product we knew they would crave.”
This move is also a step toward the potential return of another fan-favorite: the Snack Wrap. McDonald’s has confirmed that the same chicken tenders used in the McCrispy Strips will be featured in the Snack Wrap, which is expected to hit menus later this year.
The return of McCrispy Strips is a strategic effort to boost sales, as McDonald’s has faced challenges with higher prices and more competition in recent months. The fast-food chain has been grappling with a shift in consumer preferences and has even introduced a new value menu to address concerns about affordability. McDonald’s will report its earnings on May 1, and the success of McCrispy Strips could play a crucial role in improving its financial outlook moving forward.
As the fast-food landscape continues to evolve, McDonald’s is positioning itself to stay competitive by listening to customer feedback and adapting to changing tastes. With chicken strips making their return, McDonald’s hopes to reclaim a larger share of the growing chicken segment and continue its legacy of delivering craveable, high-quality food to customers.
