When you play the game of fast food thrones, you win or you die. And McDonald’s franchisees know that fact all too well. As Chick-fil-A threatens to dethrone McDonald’s as the most popular fast food chain in America, franchise owners are demanding that corporate does something drastic to thwart their enemy’s gains. They want McDonald’s to add a chicken sandwich to their menu to rival that of Chick-fil-A’s.
Sure, McDonald’s may specialize in hamburgers and chicken nuggets. But franchisees are willing to play dirty to maintain their powerful position.
“A Chicken Sandwich at McDonald’s should be our top priority,” the National Owners Association (NOA) board declared in an email obtained by CNBC. The email was sent to fellow operators on Wednesday, July 10th. “Chick Fil A’s results demonstrate the power of chicken.”
In June of this year, Nation’s Restaurant News released their annual list of the U.S.’s largest fast food companies. McDonald’s reigned supreme in the number one position, with just under $40 billion in sales per year. However, underdog Chick-fil-A has quietly risen through the ranks, surpassing Burger King, Taco Bell, and Wendy’s, reporting a 2018 sales growth rate of 16.7%. It now hangs out in the number three spot behind Starbucks at number two.
McDonald's US franchisees ask for a chicken sandwich to compete with Chick-fil-A https://t.co/sQsd7vO4Bq
— CNBC (@CNBC) July 10, 2019
What’s worse for McDonald’s is that Chick-fil-A ranked number one on the American Customer Satisfaction Index, whereas McDonald’s ranked last.
All this is even more painful to swallow knowing that Chick-fil-A is attaining all this traction with less than 2,500 franchises (many of which are situated in the Southeast). For comparison, McDonald’s has 14,000 franchises in the U.S.
You can replicate the ingredients, but you can’t replicate the love.
— Laissez les bons temps rouler (@BiffNola) July 10, 2019
“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,” NOA said in their email. “And they don’t discount.” *Cue the dun, dun, dun!*
It’s more than just the chicken sandwich that draws people to Chick. It’s the customer service, The politeness, having intelligent young people taking your order. It’s the whole experience..not just the chicken
— Mike Candela (@MikeCandela33) July 10, 2019
McDonald’s currently has their Classic Chicken Sandwich on their menu, and previously had the Southern Style Chicken Sandwich from 2005 to 2015. NOA suggests going back to the Southern Style sandwich and “tweaking” it to compete.
They just forget about the McChicken?
— Jonathan Weaver (@JonathanKWeaver) July 10, 2019
“We don’t have to reinvent the wheel… Our Southern Style Chicken sandwich was very close to category leading. It needs some tweaks,” the board wrote. “We need to serve it in a foil bag and we need to butter the bun, but the patty recipe was excellent.”
Just last month, McDonald’s launched two new tenders, the new spicy chicken sandwich and spicy chicken tenders, which shows they’ve been trying to capture chicken lovers’ attention for some time.
But if the latest additions and their signature Chicken McNuggets aren’t competing, we’re a little skeptical a knock-off, Southern-style chicken sandwich poses much of a threat.
Still, McDonald’s really isn’t messing around.
The chain actually compared being called to make the next category-leading chicken sandwich to JFK calling “for a man on the moon.”
However, customers of Chick-fil-A argue that it’s not just McDonald’s chicken sandwich that needs work.
Although the NOA board concluded their email with, “We get the food right, and the guests counts will follow,” the guests beg to differ. Perhaps the board should rethink their plan of attack.
Better instruct the employees on proper etiquette, politeness, gratitude and superior cleanliness too. We don’t go simply for the sandwich. Great job @ChickfilA
— Chef Michael Perry (@lcbchefperry) July 10, 2019
Despite Chick Fil A operating about one-sixth the number of locations McDonald’s has and being closed on Sundays, it doesn’t look like they have much to worry about.
In McDonald’s defense, we could definitely bring up the fact that Chick-fil-A *does* have a homophobic past (and present). But… we’d like to refrain from choosing sides.
McDonald’s has it all wrong. It’s how CFA treats it’s employee, customers, and owners. Chicken sandwich is just a plus.
— Johnny Weber (@JwivWeber) July 10, 2019
The chicken is great. But the customer service at Chick-fil-A seems to be the root of the chain’s success.
It's not the Chicken. It's the customer service...oh and the chicken.
— I Live A Good Life🌞 (@simplyease) July 10, 2019
Perhaps a mix of both is what McDonald’s should aim for. But not like this.
Then again, maybe we’re all wrong. Maybe McDonald’s should be shooting for something else entirely.
They gotta fix the ice cream machines first
— Frankis Toboggan M.D. (@AdrianFTrevino1) July 10, 2019
The American public doesn’t have much faith that McDonald’s can improve upon the Chick-fil-A chicken sandwich. It seems like we want Mickey D’s to literally quit while they’re ahead.
McDonald’s is the Chum Bucket to Chick-fil-A’s Krusty Krab. They’ll need a conniving Plankton to wangle the secret recipe out of SpongeBob.
Not happening
— Gerard Alan Clarke (@gerardaclarke) July 10, 2019
Or, you know… an employee in sheep’s clothing. Same story.
Burgers to chicken, water to wine. It’s like this whole thing was prophesied.
That's like asking to turn water into wine.
— Jonathan Ramirez (@HiJonRamirez) July 10, 2019
The only thing we can say to McDonald’s NOA board is this: Good luck.
— Brandon Morse (@TheBrandonMorse) July 10, 2019
They’re obviously going to need it.
