McDonald's is gearing up to broaden its chicken portfolio with the introduction of a new chicken strip menu item and the much-anticipated return of Snack Wraps. The announcement came from CEO Chris Kempczinski on "GMA" in December, signaling the fast-food giant's strategic focus on expanding its chicken offerings. This move aims to attract more customers and capture a larger share of the competitive fast food market. Enthusiastic fast food chicken fans are already flocking to McDonald's following this exciting news.
The new chicken strip menu item marks a fresh addition to McDonald's lineup and is not directly connected to the previous Chicken Selects, which gained popularity in the early 2000s. While Kempczinski did not specify whether the new strips would resemble Chicken Selects, he expressed optimism about the potential impact on McDonald's market presence.
"Excited about the significant opportunity we see within our chicken portfolio," said Chris Kempczinski.
The reintroduction of Snack Wraps, initially launched in 2006, adds another layer to McDonald's chicken strategy. These wraps feature a smaller strip of chicken, lettuce, cheese, and special sauce wrapped in a soft flour tortilla. The return of Snack Wraps has generated considerable anticipation among customers, as underscored by a McDonald's representative.
"There is incredible energy for the return of Snack Wraps in the U.S. along with a few other markets, and the U.S. will also launch a new chicken strip offering," stated a representative for the Golden Arches.
As part of its broader strategy, McDonald's aims to boost its chicken market share by the end of 2026. The company sees this expansion as a crucial step in maintaining its competitive edge and appealing to a broader customer base.
"See the potential to add another point of chicken market share by the end of 2026," noted Kempczinski.
