McDonald’s customers should expect to see “some more innovation in chicken in the near future as we’re certainly working on ways to update and upgrade our chicken offering in the U.S. Suffice to say we will continue to be competing and innovating in chicken”, the company’s CEO Chris Kempczinski said.
He added that McDonald’s has been under pressure to release a competitive chicken sandwich for at least a year. Specific release dates for which remain unclear. However, Kempczinski said that the chain planned to add new items to its menu by the end of 2020.
In July 2019, the board of the National Owners Association (NOA), a group of McDonald’s franchisee owners, called chicken sandwiches a top priority for the brand to help bring in more customers and better compete in the chicken sandwich wars.