McDonald's plans grilled chicken return as beef costs rise

McDonald's executives outlined plans to expand the chain's chicken lineup, including grilled chicken sandwiches and wraps, at a September investor meeting. The move responds to growing demand for protein options and comes years after the fast-food giant discontinued its grilled chicken sandwich in the United States in 2020.

According to Restaurant Dive, the discussion at the investor meeting signaled a strategic shift toward broader chicken offerings. This renewed interest contrasts with the 2020 decision to remove the item, a move that also coincided with the elimination of salads from U.S. menus.

Mike Haracz, who served as McDonald's manager of culinary innovation from 2015 to 2019, explained the economic factors that led to the original discontinuation. Haracz told Fox News Digital that menu items must meet specific sales thresholds to remain profitable. When sales dip below those levels, keeping the product on the menu results in waste, as unsold food must be discarded.

The grilled chicken sandwich first appeared on McDonald's menus in 1993 as a healthier alternative. A 1993 press release described the item as featuring a marinated skinless chicken breast filet, lettuce, tomato, sweet red onion, Monterey Jack cheese, and herb sauce. In 2015, McDonald's revamped the sandwich as the Artisan Grilled Chicken Sandwich, announcing that it would be cooked using only canola oil, olive oil, and real spices and herbs.

Despite these updates, the sandwich struggled with consumer engagement. Haracz noted that while parents appreciated the healthier option for themselves, their children often preferred other items like Happy Meals. The sandwich was prepared on flattops and stored in universal holding cabinets, occupying valuable counter space in restaurants where every square inch is optimized for profit. If an item consumes space without generating sufficient revenue, it faces removal.

Haracz also cited menu cannibalization as a contributing factor to the sandwich's exit. He suggested that some customers who ordered the grilled chicken sandwich might have otherwise purchased Chicken McNuggets or other items. McDonald's determined that removing the sandwich would likely leave customers ordering those other products anyway.

Looking ahead, Haracz believes a return for the grilled chicken sandwich is possible. He pointed to rising beef prices as a driver for fast-food chains to offer more affordable protein alternatives like chicken. Haracz stated that chicken items generally carry larger profit margins if developed appropriately by McDonald's.

However, Haracz expressed uncertainty about whether grilled chicken specifically will see a renaissance, noting that broader chicken items may simply become more popular due to cost and margin dynamics. Fox News Digital reached out to McDonald's for comment regarding the potential menu changes.