When you think of McDonald's, what's the first thing that comes to mind? Is it the chain's perfectly salty, slightly beefy french fries? Is it the iconic Big Mac with its Special Sauce and middle bun? Or is it a simple but classic Quarter Pounder with Cheese? Whatever the case, chances are pretty good that their chicken isn't anywhere near the top of the list.
Sure. McNuggets are great… for your eight-year-old niece. But when it comes to food for adults, McDonald's isn't exactly synonymous with good chicken.
Chick-fil-A, on the other hand, is synonymous with chicken. And according to McDonald's franchisees, it's that classic Southern-style chicken sandwich that is missing from the McDonald's menu.
How strongly do they feel about it? In 2019, the National Owners Association, which is comprised of McDonald's franchisees, sent out an email suggesting that McDonald's getting a good chicken sandwich would be their equivalent of landing on the moon.
Why do they feel so strongly? Because the franchisees are losing money to Chick-fil-A, and they aren't happy about it. The email read in part,
"A favorite, that our customers want, is a chicken sandwich. Unfortunately, they have to go to Chick-fil-A for it. Chick-fil-A's results demonstrate the power of chicken."
And the N.O.A. made it clear that McNuggets just aren't going to cut it, sounding a warning to other franchisees that Chick-fil-A was coming for them too.
So what's the solution? The N.O.A. implored McDonald's to bring back their Southern Style Chicken sandwich, but with some key improvements so they could compete with Chick-fil-A.
They're not wrong. A side-by-side comparison of Chick-fil-A's Chicken Sandwich and McDonald's Southern Style Chicken Sandwich by Serious Eats in 2008 concluded,
"Honestly, this sandwich from McDonald's was a pretty accurate recreation of the Chick-fil-A sandwich... If you don't have a Chick-fil-A near you [...] you're not going to do too bad by grabbing the Faux-fil-A from Mickey D's."
You might not think that McDonald's could possibly be threatened by little ol' Chick-fil-A — after all, the Golden Arches runs something to the tune of 14,000 U.S. locations compared to CFA's roughly 2,000. But even with fewer locations, and even though Chick-fil-A chain is famously closed one day a week, according to Nation's Restaurant News, Chick-fil-A is the nation's third-largest restaurant chain by sales in 2019, behind only McDonald's and Starbucks, and beating out fast food powerhouses Taco Bell, Wendy's, and Burger King.
While there is a vast difference in total sales — $38.52 billion for McDonald's compared to Chick-fil-A's $10.46 billion — that meteoric rise of the chicken-centric chain obviously has Mickey D's owners thinking outside the burger box.
And for good reason: according to the 2018-2019 American Customer Satisfaction Index, Chick-fil-A had the most satisfied customers amongst fast food restaurants, while McDonald's was down near the bottom.
Will a better chicken sandwich change that? Maybe not. But while a better chicken sandwich might be a pretty small step for an individual franchisee, it would represent a very large step for all McDonald's-kind.
Watch the video to learn about the one item McDonald's owners are begging for!
#McDonalds #ChickenSandwich #McChicken
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