Restaurants: McDonald’s is adding its first new permanent addition to its menu in four years
- InsightTrendsWorld
- Apr 24
- 9 min read
Why it is the topic trending:
First Permanent Menu Addition in Years: McDonald's adding a new permanent item to their menu for the first time in four years is significant news in the fast-food industry.
Response to Chicken Popularity: The addition of McCrispy Strips is a direct response to the increasing popularity of chicken tenders in the fast-food market, where McDonald's has been lagging behind competitors.
Attempt to Regain Market Share: McDonald's is aiming to capture a larger share of the chicken market, which is dominated by chains like Raising Cane's and Wingstop.
Fan Demand: The return of chicken strips, which were removed in 2020, is also driven by customer demand.
Potential Link to Snack Wrap Return: The article mentions that these tenders could pave the way for the return of the popular Snack Wrap.
Financial Struggles and Value Menu: The context of McDonald's facing financial struggles due to perceived high prices makes this menu addition even more noteworthy as they try to attract customers.
Overview:
McDonald's is introducing McCrispy Strips as a new permanent menu item starting May 5, 2025. This marks the first permanent addition to their menu in four years and is a strategic move to capitalize on the booming popularity of chicken tenders in the fast-food industry. The company aims to compete more effectively with chicken-centric chains and new entrants, acknowledging that their chicken revenue has fallen behind. McCrispy Strips are all-white meat chicken tenders with a crispy breading, an extension of their McCrispy chicken sandwich. This addition also fuels speculation about the return of the fan-favorite Snack Wrap, which uses the same chicken. The move comes at a time when McDonald's has been facing financial challenges related to customer perception of high prices, prompting them to introduce a new value menu as well.
Detailed Findings:
McDonald's is adding McCrispy Strips to its permanent menu on May 5, 2025.
This is the first new permanent menu addition in four years.
The move is in response to the increasing popularity of chicken in the fast-food market, where McDonald's has seen its chicken revenue fall behind competitors.
McCrispy Strips are all-white chicken tenders coated in crispy, golden-brown breading.
They are an extension of the McCrispy crispy chicken sandwich, which was added in 2021.
McDonald's will also introduce a new Creamy Chili dip.
The tenders will be served in three or four pieces with various sauce options like barbecue, spicy buffalo, and ranch.
Chicken strips were previously removed from the menu in 2020 as part of a menu simplification effort during the pandemic.
Their return is driven by significant customer demand.
The McCrispy Strips use the same chicken tender that is expected to be used for the return of the Snack Wrap later this year.
McDonald's has faced financial struggles recently due to customer perception of high prices, leading to the introduction of a new value menu.
McDonald's will report its earnings on May 1.
Key Takeaway:
McDonald's is strategically adding McCrispy Strips to its permanent menu to capitalize on the popular chicken trend in the fast-food industry and to better compete with chicken-centric chains. This move, driven by customer demand and potentially linked to the return of the Snack Wrap, also comes as McDonald's addresses financial challenges related to customer perception of pricing.
Main Trend:
"The Chicken Tender Takeover: A Fast-Food Focus"
Description of the Trend:
This trend describes the significant and growing dominance of chicken tenders as a key menu item in the fast-food industry in the United States. Numerous chains, including established players and new entrants, are finding success with crispy chicken tenders and nuggets, indicating a strong consumer preference for this product category. McDonald's addition of McCrispy Strips reflects a broader industry-wide recognition and response to this sustained demand.
What is Consumer Motivation:
Consumer motivation includes:
Flavor and Texture: Crispy chicken tenders are widely appealing due to their satisfying flavor and texture.
Versatility: Tenders can be eaten on their own, dipped in sauces, or used in sandwiches and wraps.
Convenience: They are easy to eat on the go.
Familiarity: Chicken tenders are a familiar and comforting food for many consumers.
Family-Friendly Appeal: They are often popular among both adults and children.
What is Driving Trend:
The trend is driven by:
Market Success of Chicken Chains: The explosive growth of chains like Raising Cane's and Wingstop demonstrates the high demand for chicken tenders.
New Entrants Emphasizing Chicken: Even chains not traditionally known for chicken, like Taco Bell, are successfully incorporating crispy chicken tenders and nuggets into their menus.
Adaptation by Major Players: McDonald's, recognizing its lagging chicken revenue, is now strategically focusing on this popular item.
What is Motivation Beyond the Trend:
Beyond immediate taste and convenience, this trend might reflect:
A Desire for Comfort Food: Chicken tenders can be seen as a comforting and satisfying meal option.
Description of Consumers Article is Referring To:
The article refers to American consumers who frequent fast-food restaurants.
Age: Not specifically delineated, but likely includes a broad demographic, given the wide appeal of chicken tenders.
Gender: Not specified as a differentiating factor.
Income: Not explicitly mentioned, but the popularity across various fast-food chains suggests appeal across different income levels.
Lifestyle: Includes individuals looking for quick, convenient, and tasty meal options.
Conclusions:
The fast-food market in the US is currently dominated by the popularity of chicken tenders, prompting even major players like McDonald's to strategically expand their offerings in this category to remain competitive.
Implications for Brands (Fast-Food Chains):
Must Offer High-Quality Chicken Tenders: Having a compelling chicken tender product is becoming increasingly essential for success.
Innovation in Chicken Preparations and Sauces: Differentiation can be achieved through unique breading, flavor profiles, and sauce options.
Marketing Focus on Chicken Offerings: Brands need to effectively promote their chicken tenders to attract consumers.
Implication for Society:
Reflects current food preferences and the competitive landscape within the fast-food industry.
Implications for Consumers:
Consumers will have an increasing variety of chicken tender options to choose from across different fast-food chains.
Implication for Future:
The popularity of chicken tenders in the fast-food market is likely to continue, driving further innovation and competition in this segment.
Consumer Trend (Name):
"The Reign of Crispy Chicken"
Consumer Trend (Detailed Description):
This trend describes the current strong preference among fast-food consumers for crispy chicken, particularly in the form of tenders and nuggets, leading to a significant focus on this product category by various quick-service restaurant chains.
Consumer Sub Trend (Name):
"Sauce-Centric Snacking and Meals"
Consumer Sub Trend (Detailed Description):
This sub-trend highlights the importance of sauces in the consumption of chicken tenders and nuggets, with consumers often valuing a diverse and appealing selection of dipping sauces to enhance their eating experience.
Big Social Trend (Name):
"Comfort Food Dominance"
Big Social Trend (Detailed Description):
In times of uncertainty or stress, consumers often gravitate towards familiar and comforting food options, with chicken tenders fitting into this category for many.
Worldwide Social Trend (Name):
"Global Appeal of Fried Chicken"
Worldwide Social Trend (Detailed Description):
The popularity of fried chicken, in various forms, is not limited to the US, with many cultures enjoying crispy and flavorful chicken preparations.
Social Drive (Name):
"Seeking Satisfying and Convenient Meal Options"
Social Drive (Detailed Description):
The underlying social drive is the desire for meal options that are both satisfying in taste and texture, and convenient for busy lifestyles.
Learnings for Brands to Use in 2025:
Chicken tenders are a key driver of success in the fast-food market.
Lagging in chicken offerings can put brands at a competitive disadvantage.
Customer demand plays a significant role in menu decisions.
Value menus are also important for attracting customers facing economic pressures.
Strategy Recommendations for Brands to Follow in 2025:
Ensure a strong and appealing chicken tender product is a central part of the menu.
Continuously innovate with chicken preparations and sauce offerings.
Actively market and promote chicken tender options.
Balance the focus on popular items like chicken with value-driven menu choices to cater to diverse consumer needs.
Final Sentence (Key Concept) Describing Main Trend:
"The Chicken Tender Takeover" illustrates the current prominence of crispy chicken tenders in the fast-food landscape, driving major chains like McDonald's to prioritize and expand their offerings in this highly competitive category.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
To benefit from "The Chicken Tender Takeover" trend in 2025, fast-food brands should prioritize the development, promotion, and effective execution of high-quality chicken tender offerings, ensuring they meet consumer demand for flavor, texture, and value, while also considering the importance of complementary items like appealing dipping sauces. This can be achieved by:
Investing in Chicken Quality and Preparation: Focus on sourcing high-quality chicken and developing a crispy and flavorful breading that stands out from competitors.
Creating a Variety of Dipping Sauces: Offer a diverse range of appealing dipping sauces to cater to different taste preferences and enhance the chicken tender experience.
Actively Marketing Chicken Tender Options: Dedicate marketing efforts to highlight the quality and appeal of chicken tenders through various channels, including advertising, social media, and in-store promotions.
Considering Bundled Meals and Value Offers: Create attractive meal deals and value options that include chicken tenders to appeal to budget-conscious consumers.
Ensuring Consistent Execution and Availability: Maintain consistent quality and ensure that chicken tenders are readily available on the menu and prepared to a high standard across all locations.
Final Note:
Core Trend: The Chicken Tender Takeover: A Fast-Food Focus
Detailed Description: Chicken tenders are currently a dominant and highly popular item in the fast-food industry.
Core Strategy: Prioritize Quality Chicken Tender Offerings with Appealing Sauces
Detailed Description: Brands should focus on delivering a high-quality chicken tender product with a variety of tasty dipping sauces.
Core Industry Trend: Intense Competition in the Fast-Food Chicken Segment
Detailed Description: The fast-food chicken market is highly competitive, requiring brands to have strong and appealing chicken options.
Core Consumer Motivation: Seeking Satisfying, Convenient, and Flavorful Chicken Options
Detailed Description: Consumers are motivated by the desire for tasty, easy-to-eat chicken, with dipping sauces enhancing the overall experience.
Final Conclusion:
In the current fast-food landscape, the popularity of chicken tenders cannot be overstated. McDonald's strategic addition of McCrispy Strips highlights the necessity for brands to effectively compete in this segment by offering a compelling product that meets consumer demand for quality, flavor, and value.
Core Trend Detailed: The Chicken Tender Takeover: A Fast-Food Focus
Description: This core trend describes the significant and increasing emphasis on crispy chicken tenders as a central and highly sought-after menu item within the fast-food industry in the United States. Driven by strong consumer demand and the proven success of chicken-centric chains, major players like McDonald's are strategically expanding their offerings in this category, recognizing the necessity of a compelling chicken tender product to remain competitive and capture a larger share of the market. This trend signifies a sustained consumer preference for the satisfying flavor, texture, and versatility of crispy chicken tenders.
Key Characteristics of the Trend (summary):
High Consumer Demand: Chicken tenders are a popular choice among fast-food consumers.
Success of Chicken Chains: Chains specializing in chicken tenders are experiencing significant growth.
Strategic Menu Expansion: Major players are adding or reintroducing chicken tender options.
Versatility and Appeal: Tenders are easy to eat, pair well with sauces, and appeal to a wide audience.
Competitive Necessity: Having a strong chicken tender offering is crucial for fast-food brands.
Market and Cultural Signals Supporting the Trend (summary):
McDonald's McCrispy Strips: A new permanent menu addition directly addressing consumer demand.
Success of Raising Cane's and Wingstop: Demonstrates the market dominance and high sales of chicken-focused chains.
Taco Bell's Crispy Chicken: Even non-chicken-centric chains are successfully incorporating chicken tenders into their menus.
Fan Demand for Removed Items: McDonald's return of chicken strips after customer requests highlights the strong consumer desire.
How the Trend Is Changing Consumer Behavior (summary):
Prioritizing Chicken Options: Consumers may choose fast-food restaurants based on the quality and availability of their chicken tenders.
Seeking Variety in Sauces: The availability of diverse and appealing dipping sauces enhances the chicken tender experience for consumers.
Increased Consumption of Chicken: The overall demand for chicken in the fast-food sector is likely to rise.
Potentially Influencing Menu Choices: Consumers who prefer chicken tenders might opt for restaurants known for this item over others.
Implications Across the Ecosystem (summary):
For Brands (Fast-Food Chains): Need to invest in the quality of their chicken tenders and offer a variety of appealing options. Marketing efforts should highlight their chicken offerings.
For Retailers (Restaurant Suppliers): May see an increased demand for chicken and related products like breading and dipping sauces.
For Consumers: Will have a wider array of chicken tender options to choose from across different fast-food restaurants, potentially leading to more competitive pricing and product innovation.
Strategic Forecast: The popularity of crispy chicken tenders in the fast-food market is expected to continue, driving ongoing competition and innovation in this segment. Brands that can deliver high-quality, flavorful, and appealing chicken tender options are likely to thrive.
Final Thought: The "Chicken Tender Takeover" highlights the dynamic nature of the fast-food industry, where consumer preferences can lead to a significant focus on a particular menu item, compelling even major players to adapt and prioritize their offerings in response to market demand.
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