McDonald’s doesn’t care if the chicken came before the egg or not, evidently. The fast food king has announced that it’s adding chicken sandwiches to its breakfast menu at all of its 16,000+ U.S. outlets.
The company has been feeling the heat from Chick-Fil-A and Popeyes in regards to chicken, and Wendy’s and Dunkin’ are also both trying to elbow in on its breakfast business.
“We’re giving our customers more of what they crave: mouthwatering chicken and breakfast options,” the company’s vice president of menu innovation, Linda VanGosen, said in a statement.
The latest breakfast additions to McDonald’s menu are Chicken McGriddles and McChicken Biscuit sandwiches. Since its foray into the breakfast market courtesy of the Egg McMuffin back in 1971, McDonald’s has done its best to fend off competitors like Taco Bell with its breakfast burritos by trying to stay ahead of the field with innovations like McGriddles and the introduction of All Day Breakfast.
Time is of the essence
In announcing the new breakfast items, McDonald’s also crowed about its improved drive-thru wait times -- a 20-second improvement in 2019. While 20 seconds may not seem like a lot, VanGossen said that the chain showed its fastest drive-thru time in two years in 2019.
McDonald’s is lagging way behind its peers and is doing all it can to make every minute count. Dunkin’ owns the speed category and is a good minute-plus faster than McDonald’s.
“Customers spent an average of 255 seconds from speaker to order window in 2019, about 20 seconds longer than in 2018,” noted QSR’s Rachel Pittman. “And with menus becoming more complex and lanes possibly getting more crowded with not only drive-thru customers but also those picking up mobile orders, it's going to be difficult for brands to shave off seconds moving forward.”