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Refocused Fast Food Campaigns

The Better Chicken Campaign is McDonald's Plan to Expand and Compete

— February 15, 2018 — Business
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.


Image Credit: Getty Images
Trend Themes
1. Health-focused Fast Food - McDonald's Better Chicken campaign capitalizes on the growing demand for healthier fast food options.
2. Reducing Artificial Ingredients - McDonald's commitment to removing antibiotics and artificial preservatives disrupts the fast food industry's reliance on processed ingredients.
3. Expanding Chicken Market - By adding more chicken-based items to their menu, McDonald's aims to compete with established chicken-focused chains like Chick-fil-A.
Industry Implications
1. Fast Food - The Better Chicken campaign from McDonald's showcases the potential for innovative and healthier offerings in the fast food industry.
2. Chicken Restaurants - McDonald's expansion into the chicken market presents disruptive opportunities for established chicken-focused chains.
3. Health Food - The Better Chicken campaign taps into the health-conscious market, highlighting the potential for healthier options in the fast food industry.
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