McDonald’s is ramping up its focus on chicken as soaring beef prices and weaker customer traffic pile pressure on its core burger business.

The fast-food giant has set a target to increase its global share of the chicken market by 1.5 percentage points by 2030 as part of its new McDonald’s > NEXT growth strategy.

McDonald’s currently holds a share in the “high teens” of the fast-food chicken market, compared with around 45 per cent in beef burgers, according to chief executive Chris Kempczinski.

The chicken category is also growing at around twice the pace of beef, while US beef prices have climbed by more than 50 per cent since 2021.

The group said it intends to gain ground in chicken without sacrificing its leadership position in beef, with poultry increasingly forming a larger part of its menu and growth plans.

It comes as chicken has become an increasingly attractive protein for restaurant groups due to its relatively lower cost and growing popularity among consumers.

McDonald’s has also stepped up competition with chicken-focused rivals including KFC, Popeyes and Wingstop, while expanding products such as its McCrispy range and Chicken McNuggets across its markets.

McDonald’s battles sluggish US sales

McDonald’s is hoping to revive growth in the US, its biggest market, where customer numbers have come under pressure.

US comparable sales rose just 0.8 per cent in its second quarter, slowing from 2.5 per cent a year earlier and falling short of analyst expectations.

McDonald’s said the increase was driven by customers spending more per order, while comparable guest numbers declined.

Kempczinski previously admitted the business had failed to promote some of its value offers strongly enough and had pulled back on digital deals, contributing to a drop in visits from loyal customers.

Lower-income consumers have also continued to rein in restaurant spending amid pressure from higher grocery, fuel and other household costs.

The chain has increasingly focused on affordability in response, introducing lower-priced menu offers while attempting to encourage customers back into restaurants.

McDonald’s currently operates more than 46,000 restaurants across over 100 countries, around 95 per cent of which are run by franchisees.

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