McDonald’s steps into the Chicken Sandwich War
McDonald’s is entering the Chicken Sandwich War of 2019 with a late entry. The Chicago-based fast food giant is testing two new chicken sandwiches — the Crispy Chicken Sandwich and the Deluxe Crispy Chicken Sandwich — in Houston and Knoxville that could be rolled out to restaurants nationwide
“We certainly meant no beef when we hinted at a new menu item arriving in some of our restaurants,” McDonald’s said in a statement. “It’s true, we’re testing two new chicken sandwiches at participating restaurants . ... Houston and Knoxville are getting a sneak peek, everyone else should stay tuned for what’s to come in 2020.”
The test started last week and is scheduled to run through Jan. 26.
Each sandwich stars a fried chicken filet served on a sweet, buttery potato roll. What varies are the toppings: butter and pickles for the Crispy Chicken Sandwich, tomatoes, lettuce and mayo on the Deluxe Crispy Chicken Sandwich.
The Chicken Sandwich War began Aug. 19, a week after Popeyes’ debut of its New Orleans-style fried chicken on a bun, when the chain started a viral Twitter feud with Chick-fil-A and other restaurants. Popeyes sandwiches returned Nov. 3 after selling out nationwide in late August.
McDonald’s U.S. franchise owners, part of the National Owners Association, said in July, prior to Popeyes’ sandwich being released, that a new premium chicken sandwich should be the McDonald’s top priority.
“A favorite, that our customers want, is a chicken sandwich. Unfortunately, they have to go to Chick-fil-A for it,” the National Owners Association’s board wrote in a July letter. “Yes, we have great Chicken McNuggets and our McChicken is a very good product. But we do not compete in the premium chicken sandwich category, either grilled or crispy.”
McDonald’s isn’t the only fast food chain testing new chicken menu items for possible nationwide roll out.
Taco Bell is testing Crispy Tortilla Chicken, available in chicken strip form or served inside a taco in Houston and Dayton, Ohio.