McDonald's Bets on Fried Chicken to Take On KFC as Gen Z Shifts Tastes

McDonald's is turning to fried chicken as a growth strategy, aiming to take on KFC and other rivals in the chicken market as health concerns and the rising price of beef reshape dining habits, particularly among Gen Z consumers.

The fast food giant said it aims to increase its share of the global chicken market by an additional 1.5 percentage points by 2030, alongside a similar targeted increase in its share of the drinks market.

Beef Remains a Priority

Despite the push into chicken, McDonald's said the growth strategy would not come at the expense of its beef burger sales, stating that it intends to maintain its "leadership position in beef" even as it expands its chicken offerings.

The strategy reflects broader shifts in the fast food industry, where rising beef costs have squeezed profit margins and pushed chains to diversify their protein offerings. Chicken, generally a lower-priced protein than beef, offers companies like McDonald's a way to manage costs while appealing to younger customers.

The move places McDonald's in more direct competition with chicken-focused chains such as KFC, as the broader fast food industry adapts to changing consumer preferences around health and pricing.