McDonald’s has finally decided to enter into the fried chicken sandwich wars. The fast-food giant has already started testing a crispy chicken sandwich in Knoxville, Tennessee and Houston, Texas. According to a McDonald’s spokeswoman, the test will run through January 26. The testing of the crispy chicken sandwich in the Southern states started on December 2. The crispy chicken sandwich is made with a fried chicken patty with a sweet and buttery potato roll topped with crinkle-cut pickles. There is a Deluxe Crispy Chicken Sandwich version which includes tomatoes, mayo, and lettuce. The fast-food giant is already serving McChicken and has been testing chicken sandwiches of different tastes. But it has failed to get a response that people have for other popular fried chicken sandwiches.
The latest attempt by McDonald’s is aimed at entering into the chicken sandwich market. The market is currently being ruled by likes of Chick-fil-A and Popeyes. The company, famous for its delicious burger, rolled out its ultimate chicken sandwich at over 100 locations in Washington State in 2018. Fried chicken sandwiches have been a space to occupy for by fast-food chains. Popeyes managed to capitalize on it by launching its chicken sandwich in August. It became an instant hit and sold out in less than two weeks of its launch. On the other hand, Popeyes rival Chick-fil-A has been growing steadily. Famous for fried chicken, it added almost 1,000 locations over the last decade and has tripled it sales.
Atlanta-based Chick-fil-A, the fifth-largest US restaurant chain, was in August named America’s favorite fast-food restaurant. The other four in the list are – McDonald’s, Starbucks, Subway and Taco Bell. It left behind burger champion In-N-Out to gain the top position on Market Force’s Fast Food Market Research report. The report was published on a survey of more than 7,000 customers. The report suggested that the demand for fried chicken has been increasing steadily. With McDonald’s entry plan in 2020, the market is definitely going to see some tough competition.