From where we are in 2020, it’s hard to imagine McDonald’s was once a major innovator in the world of fast food. The McDonald brothers and Ray Kroc were the inventors of the fast food concept, after all! The modern-day craze for chicken can even be traced back to the Chicken McNugget, which solidified the idea of molded ground chicken products into the consciousness of America. Now, it is lonely at the top, and McDonald’s is looking more and more decrepit in the face of fresher competitors. Without a doubt the biggest thorn in their side is Chick-fil-A, the notoriously homophobic fried chicken sandwich business that is the most beloved fast food chain in America.
McDonald’s has been desperate for a decent chicken offering to keep up with modern tastes, but nothing has really landed. They’ve tried chicken wings, chicken tenders, all kinds of new chicken sandwiches, but none of them have compared to the juggernaut power of established chicken chains. But there’s another front to the fast food war going on: breakfast. Taco Bell introduced a new breakfast menu in 2014, and Wendy’s is planning to bring back breakfast this year – so why not, McDonalds thinks, combine the two hot new things?
And here we are, with McDonald’s adding the new McChicken Biscuits and Chicken McGriddles to their menu. If there’s anything McDonald’s has been solidly entrenched in, it’s breakfast. Their Egg McMuffins are still the byword for “fast food breakfast”. What could go wrong?
Well, a lot.