The typical McDonald’s customer in the United States is more interested in chicken than any other animal- or plant-based protein, so that is where the chain is putting its emphasis, said Joe Erlinger, president of McDonald’s USA.
Erlinger talked about trends both on and off the menu while speaking at the Wall Street Journal Global Food Forum in Chicago on June 26.
Earlier this year, the fast-food chain announced that its revenue for chicken was on par with its revenue for beef, and the demand for chicken continues to be on an upward trajectory.
“The bigger trend around protein consumption is really around chicken, and we think we’re poised to serve that trend as well, and that’s where we’re making investments,” said Erlinger.
McDonald’s has a history with making sure it provides its customers with the type of products that are desired, Erlinger said, so following consumption trends is well practiced with the company. He noted that when McDonald’s was founded and later did a nationwide launch, there were no chicken sandwiches on the menu, and now, chicken is its biggest draw.
“We sell more chicken today as a brand than we sell beef, and so I think that trend will continue,” he said.
He said the demand for chicken could be driven by environmental reasons, health reasons, economic reasons or a combination of those three, but nonetheless, that demand is strong.
“Chicken is a great option right now,” he said.
Don’t expect return of the McPlant
Paul Shapiro, CEO of the Better Meat Co., a plant-based protein company, told Erlinger of how he and his wife once celebrated Valentine’s Day at McDonald’s, where they ordered the McPlant, a plant-based burger offered on a trial basis at McDonald’s in 2021-22.
He told Erlinger how much they enjoyed it, and asked if he thought it would make a return.
Erlinger stopped short of saying it wouldn’t, but he did indicate that it was doubtful.
“We actually tested the McPlant in two very different markets (San Francisco and Dallas),” he said.
“It was not successful in either market, and so I don’t think the U.S. consumer is coming to McDonald’s or looking for McPlant or other plant-based proteins from McDonald’s now.”
However, he did say that the McDonald’s USA will “continue to monitor” alternative protein trends.
