McDonald’s is intensifying its focus on fried chicken as shifting consumer preferences and rising beef prices reshape the fast-food market. The company has set a goal to increase its share of the global chicken market by 1.5 percentage points by 2030, while also aiming to grow its presence in beverage sales by the same margin.
Chris Kempczinski, McDonald’s chair and chief executive, highlighted the growth potential of chicken during an investor presentation in May. He noted that the company’s stake in the chicken market currently stands in the "high teens," compared to approximately 45% in beef. However, Kempczinski emphasized that the chicken segment is expanding at twice the rate of the beef market, providing significant opportunity for growth. Despite this shift, McDonald’s intends to maintain its "leadership position in beef" alongside its focus on chicken.
The move comes amid rising operational costs, including a notable increase in beef prices—which have surged over 20% in the past two years in the United States and the United Kingdom—and higher energy expenses that are squeezing franchisee profits. These pressures coincide with intensified competition from specialty chicken chains such as Popeyes, Wingstop, and KFC, which have surged in popularity, particularly among younger consumers from Generation Z.
“McDonald’s has the unmatched scale, customer insights, brand loyalty and operational capabilities to not only adapt to the next wave of change in our industry, but to turn it into an advantage,” Kempczinski said.
The company also announced an $8.5 billion fund to support franchisees by offsetting rent costs and upgrading restaurant facilities. This investment underscores McDonald’s commitment to maintaining its competitive edge amid a fast-evolving market landscape.
Independent industry analyst Peter Backman pointed to economics and consumer perceptions as key drivers behind the shift toward chicken. He described chicken as “cheaper and perceived as healthier,” and noted that rising beef costs are likely to suppress burger sales. Offering more chicken options, he said, allows McDonald’s to attract a broader customer base and capture market share from other quick-service chains. Backman also noted that higher beverage sales are attractive due to their generally strong profit margins.
Market research in the UK supports this trend. In 2025, 39% of consumers reported visiting chicken-focused outlets, up from 37% in 2023, with 52% of Generation Z saying they frequented these establishments, nearly rivaling pizza shop visits at 56%. Meanwhile, Asian-inspired chains such as Wagamama are also capturing segments of the fast-casual market traditionally held by burger and pizza outlets.
Reflecting on changing consumer tastes, Domino’s Pizza Group recently saw the resignation of its chief executive after he suggested the UK market might be nearing "peak pizza," and indicated a potential menu expansion that includes more chicken offerings.
As the fast-food landscape evolves, McDonald’s is positioning itself to balance traditional beef products with a growing portfolio of chicken items to capitalize on shifting consumer habits and maintain its industry leadership.