The return of the long-requested Snack Wrap after nearly a decade missing from menus generated strong consumer interest and became part of McDonald’s broader effort to reignite menu momentum. The relaunch sparked strong demand across the U.S., with some restaurants experiencing temporary shortages as customers rushed to order it.
But the Snack Wrap revival may only be one part of a much larger strategy.
Behind the scenes, McDonald’s has been expanding its chicken ambitions and quietly testing new menu concepts in select markets. Now those efforts are becoming more visible, with a new wave of chicken offerings providing an early look at how the company’s menu strategy could evolve.
McDonald’s launches 10 new chicken menu items
McDonald’s (MCD) is testing an expanded lineup of chicken products that includes new sandwiches, multiple McCrispy Strips flavors and seasonings, wings, and even a standalone dipping sauce.
The items have been appearing at a limited number of Chicago-area restaurants since December 2025, according to food reporter Snackolator. McDonald’s has not disclosed whether the products will become available in other markets or expand nationwide.
The lineup features:
Chicken Sandwiches
- BBQ Bacon Grilled Sandwich
- McSpicy Chicken Sandwich
- Deluxe Grilled Chicken Sandwich
McCrispy Strips flavors
- Sweet Chili Glazed McCrispy Strips
- Teriyaki Glaze McCrispy Strips
- Kickin’ BBQ McCrispy Strips
McCrispy Strips seasonings
- Spicy Garlic Seasoned McCrispy Strips
- Sweet Asian Seasoned McCrispy Strips
- Garlic Parm Seasoned McCrispy Strips
Wings
- McSpicy Bone-In Wings
Sauce
- Big Mac Sauce Dipping Cups
Industry analysts often view broader limited-market tests as a way for restaurant chains to measure demand, gather feedback, and evaluate customization opportunities before committing to wider expansion.
While McDonald’s has not publicly detailed the purpose of the test, the breadth of the lineup suggests the company may be exploring not only additional chicken offerings but also more ways for customers to personalize meals.
YOSHIKAZU TSUNO/AFP via Getty Images
McDonald’s doubles down on chicken growth
The menu tests align with a broader company strategy centered on expanding its chicken business.
McDonald’s has increased its chicken offerings across its top 10 markets, with the category now roughly twice the size of its beef business globally. The company has also set a goal to grow chicken by at least 1% by the end of 2026 compared to 2023 levels.
During its first-quarter 2026 earnings call, executives said chicken has become a larger category than beef globally and is growing at about double the pace, helping McDonald’s gain market share.
“For us, it’s gonna continue to be a point of focus and a point of priority,” said McDonald’s CEO Chris Kempczinski during the earnings call. “When beef prices are as elevated as they are, chicken becomes a much more attractive value opportunity relative to beef.”
Kempczinski added that chicken continues to benefit from a stronger cost position and sustained consumer enthusiasm.
The strategy also strengthens McDonald’s standing in one of fast food’s most competitive categories, where rivals such as Chick-fil-A have historically maintained higher customer loyalty. In the American Customer Satisfaction Index 2025 Restaurant and Food Delivery Study, Chick-fil-A ranked as the top quick-service restaurant for the 11th consecutive year with a score of 83 out of 100.
McDonald’s broader strategy is already showing results
McDonald’s has been reorganizing internally to support faster innovation and menu development.
In March 2025, the company introduced its Restaurant Experience Team, bringing together operations, supply chain, franchising, development, restaurant design, delivery, and Speedee Labs under one structure to accelerate innovation and improve efficiency.
McDonald’s also launched three dedicated global Category Management teams focused on beef, chicken, beverages, and desserts to further specialize product development and respond more quickly to consumer trends.
The company says those changes are designed to strengthen execution and maintain momentum across key growth categories.
Here’s some of my previous coverage of McDonald’s menu releases:
- McDonald’s brings back a fan favorite after 34 years
- McDonald’s brings back Squishmallows for 2026 World Cup
- McDonald’s unveils 2026 menu as sales rebound
Early financial results indicate the strategy may be gaining traction.
During the first quarter of 2026, McDonald’s reported:
- Revenue increased 9% year over year
- Operating income rose 12%
- Global comparable sales climbed 3.8%
- U.S. comparable sales were up 3.9%
The company said promotions across both beef and chicken helped drive comparable sales growth, while U.S. chicken launches supported share gains in an increasingly competitive category.
McDonald’s specifically pointed to full-margin limited-time offerings across beef and chicken as contributors to quarterly performance.
“Our value leadership, breakthrough marketing, and menu innovation continue to serve up what customers want,” said Kempczinski.
