As American families grapple with rising grocery bills and inflation, McDonald’s has decided to bring its UK success story to the U.S.—the much-hyped Chicken Big Mac. Starting October 10, this new offering will be available for a limited time at select locations, including restaurants in New York City.
But don’t let the excitement fool you. The introduction of the Chicken Big Mac isn’t just about innovation or offering customers more choices. It’s part of a broader strategy by McDonald’s to cut costs amidst increasing beef prices, all while trying to appeal to a public that’s becoming more conscious about what they spend on eating out. The chicken sandwich boom we’ve seen over the last few years is no accident—it’s cheaper for companies to serve, and McDonald’s is hopping on the bandwagon to save its bottom line.
Tariq Hassan, Chief Marketing and Customer Experience Officer at McDonald’s USA, painted the move in glowing terms: “With the introduction of the Chicken Big Mac, we’re excited to pay homage to one of our most iconic menu items, the Big Mac, and introduce it to a whole new generation of fans.” But dig a little deeper, and it’s clear McDonald’s is looking to swap out pricier beef patties for the more cost-effective tempura-battered chicken in an effort to stay profitable.
The Chicken Big Mac is a double-decker sandwich—essentially a Big Mac with two chicken patties replacing the beef. It comes with the same signature ingredients: Big Mac sauce, pickles, shredded lettuce, and American cheese, all nestled between three sesame buns. The sandwich was a massive success in the UK, where it sold out just 10 days after its debut. McDonald’s is hoping to replicate that success in the U.S., especially as Americans increasingly gravitate toward chicken over more expensive beef.
This isn’t the first time the Chicken Big Mac has appeared on U.S. soil. In 2022, McDonald’s tested the sandwich at some of its Miami locations to gauge customer interest. Now, with the current economic environment, it seems the time is ripe for a nationwide rollout.
It’s no secret that McDonald’s has been aggressively pushing chicken offerings in recent years. CEO Chris Kempczinski even admitted that chicken sales are now on par with beef at McDonald’s, showing just how far the company is willing to go to pivot away from its core product. Chicken is a cheaper protein, and in a world where consumers are pinching pennies, it’s easier for McDonald’s to maintain profits by leaning into the white meat craze.
But here’s the question: Will a Chicken Big Mac truly resonate with Americans who have been loyal to the original beef version for decades? It might, if the fast food giant can convince people that this chicken swap isn’t just about cutting costs. However, the elephant in the room remains—this move highlights just how much inflation and rising costs are impacting even fast food chains.
While McDonald’s continues to tout the Chicken Big Mac as a fresh, new option for U.S. customers, it’s hard to ignore the economic realities behind the decision. In today’s tough economic climate, it’s a smart play for McDonald’s, but will Americans embrace it with the same enthusiasm as our British counterparts? Time—and consumer wallets—will tell.
