I’m lovin’ the fact that McDonald’s is acting like this idea of chicken for breakfast is their own!
About two weeks ago, McDonald’s Corporation introduced their brand new, exciting, revolutionary, non-conformist, out-of-the-box menu items: the chicken biscuit and chicken sandwich! I can’t believe it. I’ve never, ever thought about having chicken for breakfast, or even in a sandwich. I’m so glad their new ad campaign has really embraced this “Let’s Hear it for Non-conformity!” idea.
Well hold on. Chick-Fil-A Executives are probably wondering the same thing I am: Didn’t Chick-Fil-A introduce these yummy chicken biscuits in 1984? Tiger Lily.
Now I know that some could argue that McDonald’s revolutionized fast-food chicken. They introduced the chicken “McNuget” in the 1950’s and then rolled it up in a tortilla about two years ago and had an instant success: the Snack Wrap. But for them to claim the chicken biscuit and chicken sandwich as their own is totally ludicrous. They didn’t even put their own twist on the sandwich. The biscuit is sans condiments, butter only. And the sandwich has butter and pickles only. How original.
McDonald’s executives are simply following the trends. And following the money. According to the analysts who watch this stuff, Americans are eating more chicken because of its perceived healthiness and its versatility. (This is also Tiger Lilyish in nature.) First, we think that this new fried chicken sandwich of only 420 calories is healthier than the good old cheeseburger. Oh, and it is! It will save us from an extra 20 calories. Secondly, we like chicken better than beef because we’re bored with beef. Chicken can be rolled into a tortilla, minced up and congealed into a nugget and even diced for a salad.
In fact, this trend to chicken isn’t new, McDonald’s has been moving in this direction for over five years. The last big burger roll out was in 2001: the Big N’ Tasty. But since 2003, they have added something chicken to their menu every year.
So come on. “Let’s hear it for non-conformity.” Why don’t they just say, “Think outside the bun!”? Oh, wait.
Maybe it’s just because I like to cheer for the underdog, or maybe it’s because I adore their cleaver marketing campaign with the cows. But I think that McDonald’s shouldn’t use the tagline, “Let’s hear it for non-conformity” because that’s exactly what they’re doing: conforming. They’re stealing the chicken biscuit!
Please, when you get hungry for breakfast tomorrow and you plan to drive through for a little fried chicken, don’t conform, go to Chic-Fil-A.