According to Bloomberg, McDonald’s is bringing back its premium white-meat chicken tenderloin strips, but only for a limited period of time. Before deciding to pull it from the U.S. market back in 2013, this item had been in the menu for over a decade. The popular product is made with fried strips of tenderloin chicken meat.
And it appears they disappointed a lot of Chicken Selects’ fans, who even started out a Facebook group called: “Bring Back McDonald’s Chicken Selects.” But apart from obvious enthusiasts, farmers will also be rejoicing given these circumstances, as they are supposedly facing a potential oversupply of chicken at the moment.
“It’s a good thing for the chicken industry. Continuing limited-time offers are definitely a positive for keeping supply and demand aligned,”
Brett Hundley, analyst for BB&T Capital Markets said.
McDonald’s is also selling other chicken items, like the Chicken Nuggets. This product has faced hefty accusations regarding their actual and real hidden content, but have survived on the market against all odds.
In the meantime, as beef and pork prices are on the rise, both famous fast-food chains, McDonald’s and Burger King started price war campaigns regarding their respective chicken offerings. For instance McDonald’s is currently offering 50 McNuggets for $9.99, while Burger King is offering 15 cent nuggets, or 10 nuggets for $1.49. Moreover Burger King reintroduced its chicken fries for a limited time last year during a move meant to help boost sales 3.6 % in the third quarter in both the United States and Canada.
McDonald’s gave up their Chicken Selects in 2013 as part of an effort to streamline its offerings. But this happened back before beef prices dramatically climbed to a record high last year.
But McDonald’s now expects its customers to embrace the return of the chicken tenders, which will be available in orders of three. However franchisees can set their own prices.
Chicken Selects are considered a premium chicken product that is made from whole pieces of chicken tenderloin, which are afterwards breaded and fried. But keep in mind that they are back as a limited-time offer in the first place.
But nevertheless in case markets will find it necessary to keep them on the menu for longer periods of time, this decision may be overruled.