New McDonald's CEO's Grand Plan Involves a Lot of Chicken

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McDonald's ChickenBy Kim Bhasin

McDonald's new CEO Don Thompson has some important decisions to make as he takes the reins of the world's biggest fast food chain, and chicken is going to play a major role, reports Leslie Patton at Bloomberg Businessweek.

He's going to be trying out chicken items from the company's hefty 160-item recipe book, though no specifics have been revealed thus far.

Chicken items present a variety of benefits for a fast food chain like McDonald's (MCD).

McDonald's President Don ThompsonFor instance, chicken items can be priced lower than beef and other proteins. This adds a lot of value for consumers in an economy that's still bogged down. Also, consumers see chicken as healthier than beef, which helps McDonald's brand perception.

So get ready! Thompson has said that he's looking to import more menu items to the U.S. from abroad, and with the recent success of Chicken McBites (which originated in Australia), perhaps we'll see some chicken items that have never been sold in McDonald's home market.

The rest of Thompson's grand plan will follow the same template set by exiting CEO Jim Skinner - known as the "Plan to Win." It's still likely going to expand McCafe, breakfast and dessert.

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August 10 2012 at 3:58 AM Report abuse rate up rate down Reply
Kev132kwa

Definitely agree that we should eat less fast food as a country. I think the biggest reason most of us resort to fast food places like McDonald's, Burger King, Wendy's and the likes is that we don't have time to get food anywhere else. There is a solution, though! Food Trucks! Food trucks serve better food, serve MUCH healthier food, at a cheaper price, and are just as quick getting the food to you. For those of you who have negative preconceptions of food trucks, give them a try, I bet you're pleased. Oh, and for fellow New Yorkers, check out Foodtoeat.com, NYC's new online ordering site that allows users to place orders for pick up from food trucks, saving even MORE time and saving you from standing on line! Enjoy, ladies and gentlemen, and stay away from all those nasty "burgers" and "fries."

July 24 2012 at 2:55 PM Report abuse rate up rate down Reply
rtgarton

Its still crap. One of the biggest issues is nutrition. These fast food joints dont offer anything which is good for you. People have gotten so lazy they wont even get out of their cars to buy this garbage. It not easy to eat healthy, but going to these franchises on a regular basis does the body a lot of harm. Just look at how many people are overweight, I mean really over weight. Do they have a death wish ??? Now you can understand why our medical insurance is through the roof.

July 11 2012 at 12:27 AM Report abuse +1 rate up rate down Reply
Bruce

Gee, GREAT idea. Take one of the most successful franchises on the face of the Earth, and change everything around! And you can bet this idiot CEO has a HUGE golden parachute already in hand, so that HE won't suffer from the idiotic things he does during his (probably very short) tenure. Sorry, Ronald...

July 10 2012 at 6:10 PM Report abuse rate up rate down Reply
Unknown Sender

chicken is going to save McD's???? get a grip. try in house customer service. the public already knows where to get a chicken sandwich. i think KFC and Chic Filet have that covered. McDs already has the burger market. so this move this new guy is making has all the props of a hot air ballon. again, someone who cant lead is leading a company that can. why is it so hard for humans to make the obvious smart moves?

July 10 2012 at 5:11 PM Report abuse rate up rate down Reply
fourmkdcr

I wish they would get a good veggieburger!!!!

July 10 2012 at 4:55 PM Report abuse rate up rate down Reply
crazyshama

All these places need to remember the saying jack of all trades master of none. Everybody tries to do everything so they end up doing nothing well. Find something you ard good a and stick to it with mcDonalds it was burgers and fries.

July 10 2012 at 4:36 PM Report abuse rate up rate down Reply
Tracie

If they stop making the cheeseburger...McD's will be shut down in 6 months. If I want chicken, I'll go to KFC, NOT McD's...since their chicken is NOT chicken anyway, it's chicken parts.

July 10 2012 at 1:43 PM Report abuse rate up rate down Reply
Peyton

Face the facts folks, McDonald is mostly represented by a low class whinning certain group of people that could care less about quality and especially good service. On the other hand when these certain type people are in line, they get the best service and all of that stops when the wrong group shows up. My opinion is to close all the stores that are not in the certain group areas, bad food, bad service from employees that just doesn't give a crap.

July 10 2012 at 1:39 PM Report abuse rate up rate down Reply
craigmmeyer

What Mc Donalds really needs is good food again. When they stopped cooking food in house the quality went to hell. I do like the iced coffee once I get past all the illegals working there so I generally will go down the street instead of trying to understand someone with limited English.

July 10 2012 at 1:31 PM Report abuse rate up rate down Reply