McDonald's is launching its Better Chicken campaign as an initiative to further expand the brand and compete with other fast food chains. This campaign was outlined in documents McDonald's shared with company franchises. The campaign hopes to establish McDonalds as a top-tier chicken restaurant and is hoping to cash in on the more health focused market. Chicken already has the aura of being healthier than beef, and with consumers consuming less red meat, this move makes sense.
There has not been much info released on the Better Chicken campaign, but McDonald's has already made strides to improve its chicken products. The company has already vowed to stop serving chicken with antibiotics and has removed artificial preservatives from nuggets. The fast food chain will also be adding more chicken based items to the menu, some of which seem to directly challenge the market held by Chiick-fil-A.
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