McDonald's Ups the Ante in Fast-Food Chicken Wars -- WSJ

Dow Jones

Jun 02

By Heather Haddon

Just having a crispy chicken sandwich may not be enough anymore in the fast-food business. McDonald's said Monday that it is testing hand-breaded chicken, part of a new multi-year strategic plan to upgrade its menu, service, restaurant designs and online marketing.

"The competitive landscape is changing and with it, customers' expectations," CEO Chris Kempczinski said in a company message.

McDonald's has been expanding its chicken offerings, including through snack wraps and strips, but the company believes it needs more options to succeed. Some of the industry's fastest-growing and most profitable players hand-bread their chicken in restaurants, including Chick-fil-A and Raising Cane's.

In places where McDonald's has again started selling hand-breaded wings, sandwiches and strips, like Malaysia and China, the chain said customer visits increased. McDonald's is testing hand-breaded chicken options in some Chicago locations this year.

Hand-breaded chicken generally gets better reviews than frying frozen pieces, but is more complicated to prepare. Burger King in 2022 dropped a hand-breaded chicken sandwich after it proved too difficult to make.

This item is part of a Wall Street Journal live coverage event. The full stream can be found by searching P/WSJL (WSJ Live Coverage).

(END) Dow Jones Newswires

June 01, 2026 14:15 ET (18:15 GMT)

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McDonald's said Monday that it is testing hand-breaded chicken, part of a new multi-year strategic plan to upgrade its menu, service, restaurant designs and online marketing. \n</p>\n<p>\n     \"The competitive landscape is changing and with it, customers' expectations,\" CEO Chris Kempczinski said in a company message. \n</p>\n<p>\n     McDonald's has been expanding its chicken offerings, including through snack wraps and strips, but the company believes it needs more options to succeed. Some of the industry's fastest-growing and most profitable players hand-bread their chicken in restaurants, including Chick-fil-A and Raising Cane's. \n</p>\n<p>\n     In places where McDonald's has again started selling hand-breaded wings, sandwiches and strips, like Malaysia and China, the chain said customer visits increased. 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The full stream can be found by searching P/WSJL (WSJ Live Coverage). \n</p>\n<p>\n  (END) Dow Jones Newswires\n</p>\n<p>\n  June 01, 2026 14:15 ET (18:15 GMT)\n</p>\n<p>\n  Copyright (c) 2026 Dow Jones &amp; Company, Inc.\n</p>\n</font>\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1244550577.SGD","symbol_name":"FTIF - Franklin Global Multi-Asset Income A (Mdis) SGD-H1","start_time":0,"source_url":"https://dowjonesnews.com/newdjn/logon.aspx?AL=N","article_id":"2640693569","we_media_id":"106","thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2640693569","pubTimestamp":1780337700,"columns":[],"sourceInfo":null,"weMediaInfo":{"media_name":"Dow Jones","introduction":"Dow Jones publishes the world’s most trusted business news and financial information in a variety of media.","home_visible":0,"id":"106","head_image":"https://static.tigerbbs.com/150f88aa4d182df19190059f4a365e99"},"summary":"Just having a crispy chicken sandwich may not be enough anymore in the fast-food business. 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McDonald's said Monday that it is testing hand-breaded chicken, part of a new multi-year strategic plan to upgrade its menu, service, restaurant designs and online marketing. \n\n\n     \"The competitive landscape is changing and with it, customers' expectations,\" CEO Chris Kempczinski said in a company message. \n\n\n     McDonald's has been expanding its chicken offerings, including through snack wraps and strips, but the company believes it needs more options to succeed. Some of the industry's fastest-growing and most profitable players hand-bread their chicken in restaurants, including Chick-fil-A and Raising Cane's. \n\n\n     In places where McDonald's has again started selling hand-breaded wings, sandwiches and strips, like Malaysia and China, the chain said customer visits increased. McDonald's is testing hand-breaded chicken options in some Chicago locations this year. \n\n\n     Hand-breaded chicken generally gets better reviews than frying frozen pieces, but is more complicated to prepare. Burger King in 2022 dropped a hand-breaded chicken sandwich after it proved too difficult to make. \n\n\n       This item is part of a Wall Street Journal live coverage event. The full stream can be found by searching P/WSJL (WSJ Live Coverage). \n\n\n  (END) Dow Jones Newswires\n\n\n  June 01, 2026 14:15 ET (18:15 GMT)\n\n\n  Copyright (c) 2026 Dow Jones & Company, Inc.","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":true,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":true,"need_login_tip":false,"code":"91000000","status":"200"}}}