Fast food giant McDonald's is shifting its focus to fried chicken offerings as dining habits evolve. This strategic move is influenced by growing health concerns among consumers and the increasing cost of beef, which has negatively impacted company profits. The company aims to expand its presence in the global chicken market as a response.
McDonald's has set a specific target to gain an additional 1.5 percentage points of the global chicken market by the year 2030. It also plans for a similar proportionate increase in its share of the drinks market. Despite this expansion into chicken, a lower priced protein, McDonald's stated it intends to maintain its leadership position in beef and not detract from its existing beef burger sales.