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Chick-fil-A and Popeyes will soon face another contender in the battle for the best chicken sandwich.
McDonald’s told investors on Monday it would release its crispy chicken sandwich early next year in the United States.
McDonald’s shares rose less than 1% in morning trading after the company’s third-quarter earnings and earnings beat analysts’ estimates. The company also released an investor update, forecasting mid-digit system-wide sales growth in 2021 and 2022 and sharing more information on its sales growth strategy.
The fast food giant began testing the sandwich in Houston and Knoxville, Tennessee almost a year ago. The sandwich includes a fried chicken fillet served on a buttery potato roll, topped with butter and pickles. A deluxe version also includes tomatoes, lettuce, and mayonnaise.
McDonald’s franchisees demanded a Southern-style chicken sandwich as Chick-fil-A’s threat to their business grew. And the success of Popeyes’ take on the sandwich has led to double-digit same-store sales growth every quarter since its release, showing there is an opportunity for new competition. But the coronavirus pandemic has delayed the release of McDonald’s new sandwich as the chain redesigned its menu offerings and waited for customers to return to its restaurants.
The sandwich is also part of McDonald’s larger menu strategy to add more chicken products, as the category grows faster than beef. Other markets, like Germany and the Netherlands, have created their own take on the chicken sandwich to capitalize on the popularity of chicken.
US President Joe Erlinger told investors on Monday that the crispy chicken sandwich is meant to make consumers “start looking at us differently” as the chain tries to market itself for both burgers and chicken.
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