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McDonald’s is looking to expand its chicken offerings, including potentially bringing back grilled chicken sandwiches — a menu item the fast-food giant discontinued in 2020.
At a September investor meeting, McDonald’s executives discussed plans to expand the chain’s chicken lineup, including grilled chicken sandwiches and wraps, as demand for protein options grows, according to Restaurant Dive.
The renewed interest comes years after McDonald’s pulled its grilled chicken sandwich from U.S. menus, raising questions about why the healthier offering disappeared in the first place.
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Chef Mike Haracz, who served as McDonald’s manager of culinary innovation from 2015 to 2019, told Fox News Digital why the grilled chicken sandwich ultimately failed to make the cut — and whether it could find its way back to the menu.
The reason was simple: Not enough customers were ordering it, Haracz said.
The grilled chicken sandwich departed McDonald’s in 2020 because not enough customers were ordering it, the former manager of culinary innovation told Fox News Digital. (Scott Olson/Getty Images)
“For many of the menu items at McDonald’s, and this is true for any corporate chain restaurant, there is a certain sales threshold that means it will be profitable, and it makes sense to have in the restaurant,” Haracz said.
“Once [those] sales dips below a certain level, it does not make financial sense to keep it on the menu, as you will end up throwing away product.”
In 1993, McDonald’s introduced a grilled chicken sandwich as a healthier menu offering, but it did not stand the test of time.
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The sandwich consisted of a marinated skinless chicken breast filet, lettuce, tomato, sweet red onion, Monterey Jack cheese and an herb sauce, all piled on a bun, according to a 1993 press release about the menu item.
McDonald’s unveiled a more natural preparation of its grilled chicken in 2015, announcing on its website that it would be cooked using only canola oil, olive oil, and real spices and herbs.
The chain revamped the sandwich that year, introducing the Artisan Grilled Chicken Sandwich.
McDonald’s revamped the chicken sandwich in 2015, reintroducing it as the Artisan Grilled Chicken Sandwich. (AP Images/McDonald’s)
Ultimately, though, the grilled chicken sandwich lost its spot at McDonald’s in 2020, when the chain also removed salads from its U.S. menus, according to Business Insider.
In his role at McDonald’s, Haracz formulated new menu items for U.S. locations.
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People looking for healthier options at McDonald’s appreciated the grilled chicken offering — especially parents, Haracz noted, because while their kids might have been excited about eating a Happy Meal, the parents were not as interested.
Like many other menu items, the grilled chicken sandwich was cooked on the flattop and held in the universal holding cabinets, or UHCs.
The McDonald’s grilled chicken sandwich was a healthier menu option that was appreciated by parents who didn’t want to eat a Happy Meal, the former executive said. (iStock)
Ultimately, it came down to simple dollars and cents.
Space is valuable at McDonald’s, Haracz noted, with each location organized to make every square inch profitable.
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If an item is taking up space but not making money, it’s probably not going to last too long, he said.
Consumer satisfaction played a big role, Haracz said, adding that he thinks the grilled chicken sandwich’s flavor profile didn’t always wow guests.
McDonald’s restaurants are designed so that every square inch is profitable, the former manager of culinary innovation told Fox News Digital. (iStock)
“McDonald’s also realized once it gets to a point, there may be menu cannibalization, [which] means instead of ordering Chicken McNuggets, I might order the chicken sandwich,” Haracz said. “Well, if we take the chicken sandwich away, are they still going to order Chicken McNuggets or other items? Most likely they are.”
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Could the grilled chicken sandwich make a comeback? Haracz thinks it’s possible.
In addition to the grilled chicken sandwich, McDonald’s also removed salads from its menu in 2020. (AP Images)
“I do think there’s a chance it could come back because many chains are dealing with the fact that beef prices are rising, and a way to offset that is to offer a more affordable protein option, which would be chicken,” he said.
Haracz said he’s not sure if there will be a renaissance of grilled chicken specifically.
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“Certainly chicken items, in general, will be more popular, not only because of the beef prices, but also, that is a bigger profit margin if McDonald’s develops it appropriately.”
Fox News Digital reached out to McDonald’s for comment.