The chicken sandwich wars rage on. Everybody and their mother has a decent chicken sandwich now. It’s basically money in the bank, right? Just slap a patty on some buns with mayo and pickles, and you’re set. Why wouldn’t you do it? You’ve gotta keep up with the Joneses, right?
What do you do when you are the Joneses?
McDonald’s has never been much for a “follower” in the fast food industry. They aren’t even really trendsetters – McDonald’s just does whatever it wants to and enjoys its comfortable space as the leader of the Big Three, as the biggest fast food restaurant franchise in the world, and lets the rest of them scramble for scraps.
But some trends are just too big to ignore. Even Coca-Cola had to bend to the rise of diet soda in the 60s, with the introduction of Tab and eventually Diet Coke. Chick-fil-A is slowly rising to make the Big Three a Big Four, and the Chicken Sandwich Wars are fundamentally a response to that. If you don’t have a good chicken sandwich, you’re being left in the dust. Everybody is getting on board the train. So what took McDonalds so long?
And you know what – should they have taken even longer with their Crispy Chicken Sandwich?