McDonald's shifts strategy toward chicken as beef prices rise
European financial press reports McDonald's pivot toward chicken as beef costs rise, from Wall Street's reaction to the fast-food chain's rivalry with KFC, while separate US coverage notes the company's move into advertising.
What happened
McDonald's has announced a new strategic plan that emphasizes chicken offerings, as the company faces rising beef prices affecting profitability, according to Le Monde, the Guardian and the Financial Times.134
The company said it aims to increase its share of the global chicken market by 1.5 percentage points by 2030, alongside a similar target for drinks, while maintaining its position in beef.3
Financial Times reported the move is intended to help revive sluggish US sales.4
Separately, McDonald's is launching its own advertising media network, following a path taken by Amazon and Walmart, CNBC reported.2
Where accounts differ
Each account is attributed to who makes it. We do not judge between them.
Whether McDonald's chicken push is a response to beef prices, and how it is being characterized
Le Monde
Frames the strategy as McDonald's betting on chicken because it is a protein less affected by price increases than beef, while noting franchisees will bear most of the financial burden.1
How it's framed
What each perspective puts first, based on headlines and summaries.
| Perspective | How it reads | What it puts first |
|---|---|---|
| French financial pressEurope | Le Monde frames the story around Wall Street's reaction to McDonald's strategic plan and the financial burden placed on franchisees, using colourful language to describe the shift away from beef.1 | Wall Street reaction, franchisee financial burden, chicken as alternative protein |
| US business mediaNorth America | CNBC covers a separate story about McDonald's launching its own advertising media network, drawing a parallel to Amazon and Walmart; this source does not discuss the chicken strategy or beef prices.2 | advertising and media network, comparison to Amazon and Walmart |
| British business pressEurope | The Guardian and Financial Times both frame the shift as a competitive and consumer-driven move, citing rivalry with KFC, Gen Z dining preferences, health concerns, and specific market-share targets, while FT emphasises soaring beef costs and sluggish US sales as the underlying pressure.34 | competition with KFC, Gen Z consumer trends, specific 2030 market-share targets, soaring beef prices, sluggish US sales |
What the coverage leaves out
- None of the outlets reviewed reported specific figures on how much beef prices have risen or by how much US sales have declined.
- None of the outlets reviewed included direct comment from McDonald's franchisees on the financial impact of the strategy.
- None of the outlets reviewed detailed what the health concerns associated with beef consumption specifically are.
- Coverage of the chicken/beef strategy comes only from European outlets (France and UK); no North American or other-region outlet in this set corroborates the claim.
Why it matters
According to the Financial Times, the shift comes as McDonald's US sales have been described as sluggish, and as the company seeks new growth avenues beyond its traditional beef-based menu.4
McDonald's is also expanding into other areas, including launching its own advertising media network following the lead of Amazon and Walmart, per CNBC.2
Sources (4)
Every outlet we drew on, grouped by where it is based. Read the originals for the full reporting.
North America
Europe
- 1Le MondeFRPrivate
Translated from French: « Wall Street a accueilli le nouveau plan stratégique de McDo avec l’air épouvanté d’un végétarien devant un Big Mac »
- 3The Guardian BusinessGBPrivate
McDonald’s to take on KFC and rivals as Gen Z flock to fried chicken
- 4Financial TimesGBPrivate
McDonald’s bets on chicken to win back diners as beef prices soar