McDonald’s will sell a Chicken Big Mac at participating locations in the U.S. starting Oct. 10, while supplies last, according to a Thursday press release.
The sandwich swaps the Big Mac’s beef patties for two tempura-coated chicken patties, but retains the rest of the flagship sandwich’s toppings and design.
“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,” Tariq Hassan, McDonald’s USA’s chief marketing and customer experience officer, said in the release.
To help drive consumer buzz around the sandwich, McDonald’s set up a duplicate restaurant in Los Angeles last week, McDonnell’s, which served the Chicken Big Mac under a different name, according to the press release. The chain is also promoting the sandwich with streamer Kai Cenat, “on McDonald's social channels all month long,” which gives some indication of the intended longevity of the LTO.
Following disappointing traffic and same-store sales results last quarter, McDonald’s CEO Chris Kempczinskisaid on its Q2 earnings call that the brand is “committed to act with urgency, cementing our value leadership, growing share in areas like chicken.”
Menu changes could play a role in growing share; selling a different version of the Big Mac — a core piece of the chain’s identity since 1968 — is likely to bring customers in the door to try the sandwich. The LTO’s novelty complements McDonald’s ongoing value push, which is centered on its $5 Meal Deal. The brand recently extended that deal through December.
