Industry News | July 27, 2004

New Chicken Dish at the Golden Arches

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Following regional tests, McDonald’s has rolled out Chicken Selects premium breast strips to its core menu at restaurants nationwide.

The new chicken strips will be supported by advertising starting August 10, as well as in-restaurant merchandising and packaging featuring 2004 U.S. Olympic athletes, including Serena Williams and Mia Hamm.

The Chicken Selects are made with 100 percent white chicken breast meat, seasoned and breaded, and served with a choice of honey mustard, buffalo, or ranch dipping sauces. A 3-piece size sells for $2.89, a 5-piece size for $4.39, and a 10-piece size for $7.99.

In explaining the new menu item, McDonald's points to industry and consumer trends showing that consumption of white-meat chicken is increasing. The USDA estimates that domestic chicken consumption will grow from nearly 73 pounds per person to 93 pounds per person by 2005.