- On Tuesday, McDonald's announced US same-store sales grew 4.8% in the most recent quarter, a slowdown from the prior quarter's 5.7% growth.
- "We said in the US we did gain hamburger share in the quarter," McDonald's chief financial officer Kevin Ozan said on a call with investors. "I think it's fair to assume that we went a little bit the opposite way on chicken."
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McDonald's chicken sales took a hit after Popeyes' sandwich launched the chicken wars
McDonald's couldn't keep up with the competition in the chicken wars sparked by the debut of Popeyes' chicken sandwich in August.
McDonald's couldn't compete in the chicken sandwich wars.
On Tuesday, McDonald's announced that US same-store sales grew 4.8% in the most recent quarter, a slowdown from the prior quarter's 5.7% growth. According to executives, the chain faced "competitive pressure" from mid-August through mid-September a period in which fast-food chains were engaged in the chicken sandwich wars.
"We said in the US we did gain hamburger share in the quarter," McDonald's chief financial officer Kevin Ozan said on a call with investors. "I think it's fair to assume that we went a little bit the opposite way on chicken."
Popeyes kicked off a national chicken sandwich war with the launch of its new chicken sandwich in mid-August. Soon after the launch, Popeyes and other chains including Chick-fil-A, Wendy's, and Church's Chicken battled on social media about which chicken reigned supreme.
Foot traffic tracker Placer.ai found that customer visits to Popeyes skyrocketed, increasing by more than 100% over the summer baseline average during the peak of the chicken sandwich wars. Other chicken chains also saw a rise in customers, according to Placer.ai, though not as great as Popeyes, which ran out of its chicken sandwiches in just two weeks.
McDonald's has struggled to craft a world-class chicken sandwich as insiders have been buzzing about the need for a new version. Franchisees have pushed the company to make developing a new chicken sandwich a "top priority." And, a sandwich in testing apparently underwhelmed restaurant operators earlier this year, The Wall Street Journal reported.
In early September, the fast-food giant introduced a spicy BBQ chicken sandwich and tenders, an adaptation of the buttermilk chicken that was already on the menu.
The spicy BBQ chicken was not mentioned as a sales driver by McDonald's executives on Tuesday. Instead, executives highlighted fresh beef burgers and the Worldwide Favorites menu, especially the popularStroopwafel McFlurry .
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SEE ALSO: McDonald's disappointing new menu item proves how badly the chain needs to invest in a new chicken sandwich after Popeyes' runaway success