Threatened by the increasing demand and love American consumers have for Chick-fil-A chicken sandwiches, McDonald’s U.S. franchisees are gearing up to invest in a chicken sandwich that will outdo the offering of the Christian fast food giant.
In an email addressed to fellow operators Wednesday, the National Owners Association formed last year explained that despite pushing discounts and expensive high-tech store renovations, restaurants are still losing guest counts.
“Dollar Drinks is the last aspect of D123 [dollar menu] that must be eliminated from OPNAD’s [Operator’s National Advertising’s] calendar. It is not working for the majority of the US,” the new NOA board said. “We must find more sustainable growth opportunities. Price is not the answer, especially in today’s economic environment.”
The board further explained that while Americans like the company’s signature Quarter Pounder sandwich they weren’t up to scratch in delivering one of the favorite things McDonald’s customers like – a good chicken sandwich.
“A favorite, that our customers want, is a chicken sandwich. Unfortunately, they have to go to Chick Fil A for it. Chick Fil A’s results demonstrate the power of chicken. Yes, we have great Chicken McNuggets and our McChicken is a very good product. But we do not compete in the premium chicken sandwich category, either grilled or crispy,” the NOA said. “Our US Southeast markets’ results should concern everyone. You may not have Chick Fil A’s in your market or to the degree they have them in the southeast, but they are coming. And they don’t discount.”
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SOURCE: Christian Post, Leonardo Blair