MCD · Earnings call · 2026Q3T · Full report

Hand-Breaded Chicken Expansion

MCDONALDS CORP · 2026-11-04 · Importance 31 · Surprise 42

McDonald’s has begun operational pilots for hand-breaded chicken in the U.S. and Ireland to improve taste and quality in its fastest-growing category. Management said about 10 restaurants in Ireland are evaluating a two-item menu of strips and a sandwich against a three-item version that also includes wings. Early observations indicated wings were providing strong incrementality, but management said it was too soon to determine whether that benefit outweighs the operational complexity. Advertised sales tests are planned for about 100 restaurants in a couple of U.S. cities in early 2027, alongside a full national rollout in Ireland.

Key facts

• McDonald’s plans full advertised sales tests for hand-breaded chicken in about 100 restaurants in a couple of U.S. cities in early 2027 and a complete national rollout across Ireland.
• McDonald’s began operational pilots for hand-breaded chicken in the U.S. and Ireland.
• Early observations from 10 Ireland restaurants showed wings providing strong incrementality, while McDonald’s was evaluating whether operational complexity outweighed the incremental benefits.
• In Ireland, about 10 restaurants were evaluating two hand-breaded chicken items—strips and a sandwich—versus three items including wings.