McDonald’s has encountered an unexpected obstacle in its push to expand its chicken offerings. Franchisees report that the birds used for its new hand-breaded chicken are too large.
An analyst noted the complaints, which also include reports of “tough meat.” The issues suggest a problem with the size and quality of the poultry supply.
The new hand-breaded chicken was meant to strengthen McDonald’s position in the competitive chicken market. Instead, operators are raising concerns about consistency and texture.
Larger birds can produce tougher meat, which affects the eating experience. For a product relying on a crispy, tender bite, that difference matters.
Franchisees are responsible for executing new menu items at the store level. When ingredients fall short of expectations, they bear the operational and reputational risk.
McDonald’s has not publicly detailed how it plans to address the size and texture complaints. The company continues to test and refine its chicken lineup.
The setback highlights the difficulty of scaling new menu items across thousands of locations. Supply chain consistency remains a critical factor in fast-food product launches.
