McDonald’s announced plans to expand its presence in the chicken market as the fast-food industry experiences shifting consumer preferences and pricing pressures. The company set a target to gain an additional 1.5 percentage point share of the global chicken market by 2030, while also aiming to increase its beverages segment by the same proportion.
Chain executives noted that chicken represents a larger and faster-growing market segment compared to beef, with McDonald’s currently holding a high teens percentage share in chicken versus approximately 45% in beef. The expansion into chicken is being driven by multiple factors, including substantial increases in beef costs—which have risen more than 20% over the past two years in the US and UK—and mounting energy expenses affecting franchisee profitability. Heightened competition from established players like KFC and emerging chains such as Popeyes and Wingstop has intensified the competitive landscape, particularly among Gen Z consumers who show strong preference for fried chicken offerings.
Market research indicates shifting dining patterns, with 39% of UK consumers using chicken shops in 2025 compared to 37% in 2023, while Gen Z utilization reached 52%. An industry analyst noted that chicken appeals to consumers as both a more affordable and perceived healthier protein option compared to beef. McDonald’s leadership expressed confidence in the company’s ability to capitalize on industry changes, citing its scale, customer insights, brand recognition, and operational strengths.
To support this strategic shift, McDonald’s announced an $8.5 billion investment program designed to assist franchisees with rent payments and restaurant improvements. The company maintained that its expanded chicken portfolio would not diminish its commitment to beef leadership, indicating an additive approach to market diversification rather than a shift away from traditional offerings.
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