McDonald’s is weighing an expansion of its chicken lineup, including the possible return of grilled chicken sandwiches and wraps, as customer demand for protein-rich options grows. Executives discussed the plans at a September investor meeting, according to Restaurant Dive.
The move would mark a reversal for the chain, which pulled grilled chicken sandwiches from U.S. menus in 2020 along with its salads. The decision has long puzzled customers who saw the sandwich as one of the healthier options on the menu.
Chef Mike Haracz, who worked as McDonald’s manager of culinary innovation from 2015 to 2019, told Fox News Digital the explanation was straightforward: not enough people were buying it.
“For many of the menu items at McDonald’s, and this is true for any corporate chain restaurant, there is a certain sales threshold that means it will be profitable, and it makes sense to have in the restaurant,” Haracz said. “Once [those] sales dips below a certain level, it does not make financial sense to keep it on the menu, as you will end up throwing away product.”
A Long History on the Menu
McDonald’s first introduced a grilled chicken sandwich in 1993 as a healthier alternative, built from a marinated skinless chicken breast filet topped with lettuce, tomato, sweet red onion, Monterey Jack cheese and a herb sauce, according to a press release from that year.
In 2015, the company revamped the item into the Artisan Grilled Chicken Sandwich, announcing it would use only canola oil, olive oil, and real spices and herbs in preparation. Despite the update, the sandwich was dropped from U.S. menus in 2020, the same year salads were removed, according to Business Insider.
Why It Didn’t Survive
Haracz said the sandwich had a loyal following, particularly among parents who wanted something other than a Happy Meal for themselves while their kids ate. Like other menu items, it was cooked on a flattop grill and held in the chain’s universal holding cabinets.
But restaurant space is tightly managed, Haracz said, with every square inch of a McDonald’s location expected to generate profit. If an item isn’t earning its keep, it tends to get cut.
He also pointed to the sandwich’s flavor as a factor in its declining popularity, along with what he called menu cannibalization — customers choosing the grilled chicken sandwich instead of Chicken McNuggets.
“McDonald’s also realized once it gets to a point, there may be menu cannibalization, [which] means instead of ordering Chicken McNuggets, I might order the chicken sandwich,” Haracz said. “Well, if we take the chicken sandwich away, are they still going to order Chicken McNuggets or other items? Most likely they are.”
Could It Come Back?
Haracz thinks a return is plausible, especially given rising beef prices pushing chains toward cheaper protein alternatives.
“I do think there’s a chance it could come back because many chains are dealing with the fact that beef prices are rising, and a way to offset that is to offer a more affordable protein option, which would be chicken,” he said.
He’s less certain grilled chicken specifically will make a comeback, but expects chicken items broadly to gain ground on the menu. “Certainly chicken items, in general, will be more popular, not only because of the beef prices, but also, that is a bigger profit margin if McDonald’s develops it appropriately,” he said.
Fox News Digital reached out to McDonald’s for comment.
