McDonald’s said on Thursday it would push deeper into fried chicken as part of a strategy to win market share from rivals such as KFC, aiming to add 1.5 percentage points to its global chicken market share by 2030. The company also said it planned to increase its share of the global drinks market by the same margin.
Strategy and targets
Executives described the move as a response to both cost pressures and changing consumption patterns. With beef prices rising and squeezing margins, chicken — a lower-cost protein — has become a key area for growth. McDonald’s said the chicken push would be complemented by a parallel drinks expansion rather than coming at the expense of other categories.
Market context
The shift follows evidence that younger consumers, including Gen Z, have been gravitating towards fried chicken in recent years, prompting major fast-food groups to expand their chicken menus. McDonald’s framed the plan as an attempt to capitalise on that trend while protecting profitability amid elevated input costs for beef.
Rivals and brand positioning
Despite the emphasis on chicken, McDonald’s insisted the expansion would not cannibalise its beef business. The company said it intended to maintain its 'leadership position in beef' even as it broadens its chicken offering. The move positions McDonald’s to compete more directly with specialist chicken chains and other quick-service rivals.
Outlook
Analysts will watch whether new product launches, marketing and restaurant-level execution can translate the company’s target into sustained sales gains. McDonald’s faces the dual challenge of managing commodity cost inflation and capturing shifting consumer demand without undermining its established burger franchise.